There is increased interest in newsrooms I know in how to encourage something larger than Twitter but smaller than Wordpress --- pithy information that serves a role.

Which is why Tumblr seems to be getting more attention in recent weeks. It's an easy-to-use platform and it serves a good niche as a format. Alex Madrigal, a senior online presence at TheAtlantic.com, identifies the new ProPublica Tumblr concept --- Officials Say The Darndest Things --- as a great example of how newsrooms could use it.

Madrigal notes five key attributes: it's not duplicative (ProPublica's focus is on other forms), it's in keeping with the platform (it's not super-serious, but has a purpose), it's low-maintenance (the platform is easy to launch), it's interactive (users can submit), and it's viral (sharing is simple).

It's a good role model for others trying to find the right way to deliver such information.