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05:29

Journalists as personal brands: The Daily What founder Neetzan Zimmerman grows out of memes

If you haven't started to turn yourself into a personal brand yet, you shouldn't hesitate ...

New York Magazine :: In the age of the personal brand, it's surprising to come across a successful web proprietor who's not concerned with byline clout and self portraits, but Neetzan Zimmerman might be both the quietest and most obsessive blogger of his kind. While working a deadening marketing job in 2008, he secretly founded The Daily What on Tumblr, and quickly turned it into a CNN of Internet happenings, chronicling viral videos, Twitter feuds, celebrity gossip, and other Reddit runoff from a distant, all-knowing perch. "I don't really want to be a personality," Zimmmerman insisted to me over the phone yesterday. But this week, he started a new, highly visible job at Gawker, and his blog posts are immediately different in at least one way ...

Continue to read Joe Coscarelli, nymag.com

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