There
are a lot of creative ways media outlets use Tumblr: to post niche content that
wouldn't otherwise get published, surface archived material, interact with
their audiences and answer subscriber questions. But with as much freedom as
the platform allows, companies tend to draw from their own resources and
audiences.
That's
what sets apart Food & Wine’s
Tumblr initiative for its signature event, the Food & Wine Classic in
Aspen. The American Express Publishing brand has hosted the Classic for 31
years, long enough for it to have been covered to death by food journalists.
