Yahoo TV Converts to Tumblr-Based Digital Magazine Format

Yahoo’s TV news and reviews section has adopted the company’s “digital magazine” format, a visually oriented design based on the Tumblr micro-blogging website.

The new Yahoo TV digital magazine is the 11th title in the format to launch since January 2014; these include destinations for technology, food, fashion and beauty coverage. Yahoo TV continues to provide daily video recaps of primetime and daytime TV on “TV in No Time” in the new design, which is supposed to marry the imagery of traditional print magazines with bite-sized stories, video and photos.

Leading up to the launch of Yahoo TV in the digital mag format, Yahoo has raided Time Inc.’s Entertainment Weekly — which underwent a series of layoffs last year — for editorial talent.

Josh Wolk, Yahoo’s executive editor of entertainment formerly with New York magazine’s Vulture website, last fall hired Kristen Baldwin as editor-in-chief of Yahoo TV; she was previously with EW for 19 years, most recently as executive editor.

Baldwin, based in New York, has since hired Ken Tucker, one of EW’s founding editors and longtime critic, as TV critic, and deputy editor Mandy Bierly (former EW staff writer). In addition, Chris Harrison brought his blog about ABC’s “The Bachelor” from EW to Yahoo TV.

“We have a great team for Yahoo TV, and now our news and reviews will be on this more visually pleasing platform that the other magazines are on,” said Baldwin, who joined Yahoo TV in September.

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