Vogue, the most followed magazine, racked up thousands of devotees in mere hours when it launched. Many brands see their posts reblogged by dozens and liked by hundreds. When magazines fail to utilize the platform, it’s generally because they do not interact with the larger community. People’s initial Tumblr attempt was simply an RSS feed, which did not encourage interaction, and they have since stopped tumbling.
Editors say that while it is hard to gauge direct impact in terms of subscriptions and revenues, a successful Tumblr targets a community that might not be familiar with the print publication or its website.
