Tumblr's Mark Coatney Joins Al Jazeera America

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Al Jazeera America broadcast room in its New York headquarters

The media veteran had spearheaded the blogging platform's editorial efforts.

Mark Coatney is the latest high-profile hire at Al Jazeera America.

The media veteran was named the senior vp digital media at the newly launched cable channel, the network said Thursday.

 "There are a few moments in a career where you have the chance to help shape a great journalistic organization and reach a new audience," said Coatney in a statement. "I'm excited at the opportunity at Al Jazeera America to create a new and innovative news channel that will tell those stories that need to be told."

STORY: Al Jazeera America Launch: 5 Things to Know

Coatney, formerly an editor at Time and social media manager at Newsweek, was recently the media director of Tumblr for three years and spearheaded the blogging platform's editorial efforts. In June, he wrote on his blog that he would be leaving Tumblr. A month earlier, Yahoo announced that it would be acquiring the platform for $1.1 billion.

"It's critical to have someone who knows the importance of digital content and how people are consuming it in today's information environment," said Kate O'Brian, president of the network. "Mark has more than 20 years of digital media experience and we're excited to have his knowledge, experience and talent at Al Jazeera America."

The fledgling network, financed by the royal family of Qatar, launched in 49 million U.S. households on Aug. 20 promising a mix of hard news and investigative reporting.