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Former Tumblr Media Evangelist Mark Coatney Becomes Al Jazeera America's First Senior VP Of Digital Media

Tumblr's former head of media partnerships will serve as the fledgling American news network's senior point person for digital operations.

Mark Coatney, who was most recently tasked with onboarding media brands to Tumblr as its media evangelist, has been named Al Jazeera America's first senior VP of digital media, according to a widely cited release.

According to MediaPost, a spokesperson confirms Coatney will oversee the Al Jazeera America website and make all key decisions for the network's digital operations. AJAM's cable network debut was met last week with low ratings, Mediabistro's TVNewser reports.

Coatney left his position at Tumblr in June, shortly after the company was acquired by Yahoo. Coatney's announcement followed a recent string of departures, including the members of the team behind Tumblr's original editorial brand, Storyboard, which the company abruptly folded in April.

Coatney hinted at his new gig more than a week ago, when he posted a teaser to his Tumblr linking to the Al Jazeera America website the day before it launched.

[Image: Flickr user Paul Keller]

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  • Dale Lature

    I would think this job is going to be frustrating to a "Digital Media" person,  given the self-imposed limitations they placed on themseleves by succumbing to the Cable Comnpany demands for no streaming and no "competing video" from AJE  (even past acrhived video).  My own interest has immensely dwindled once I realized they were not going to do at AJAM what MADE their U.S. audience with AJE,  which was being online and out there with their expansive video coverage (starting with the Arab Spring).  Was there noone at AJAM who realized what made them a hit with American audiences?  Noone?  Their best play,  without a doubt,  was to begin AJAM by carrying on with their AJE model.  This is what their U.S. supporters expected.  The "Digital Media" content will now be greatly limited in scope.  There's still work involved in producing short teaser clips,  but again,  the scope of the Digital Media they have always been doing with AJE is light years ahead of the other Cable News outlets.  They've decided to be simply another of those.  Good luck with that.