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# The FT fills Tumblr with 125 years of hot air
- URL: https://onemanandhisblog.com/2013/02/the_ft_fills_tumblr_with_125_years_of_ho/
- Published: 2013-02-14T12:46:59.000Z
- Updated: 2022-02-28T23:42:36.000Z
- Author: Adam Tinworth
- Tags: archives, financial times, national newspapers, tumblr

An e-mail arrived from the FT yesterday, telling me all about their 125th anniversary, and with some lovely photos to run – all of which I had no intention of doing until:

1. My [journalism MA students](http://www.interhacktives.com/?ref=onemanandhisblog.com) seemed to think the whole think was quite cool, making me reconsider
2. I spotted [via journalism.co.uk](http://www.journalism.co.uk/news/ft-launches-anniversary-tumblr-125-years/s2/a552078/?ref=onemanandhisblog.com) that they’ve launched an [125 anniversary Tumblr](https://web.archive.org/web/20130824124801/http://financialtimes.tumblr.com/), exploiting their achive content

The Tumblr was actually mentioned in the press release, but it’s right at the end, and for someone of my interests and obsessions, that was a real example of burying the lede. Every cut of metrics data I’ve done on websites shows that a very significant chunck of traffic goes to the often neglected archives of the site, especially on titles with the depth of history the FT has.

Tumblr is just such a great way of sharing that out with the world – and drawing attention and interest to the parent title through doing so – that I’m delighted to see the FT doing this. I’m following them, and I suspect you’ll see more than a little reblogging of it [from me](http://oneman.tumblr.com/?ref=onemanandhisblog.com)…