New York Observer to Relaunch ‘Media Mob’ Blog

The New York Observer will be relaunching its “Media Mob” blog tonight under the name “Media Mob With Koblin and Gillette,” FishbowlNY has learned.

As the name indicates, the new vertical will prominently feature print media reporter John Koblin and new-media reporter Felix Gillette. (Gillette recently made the switch to new media from the television beat.) The blog is currently expected to go live at 9 p.m. tonight along with content from tomorrow’s print edition.

UPDATE: The new section is up and running.

More info, including the new Media Mob logo — complete with funny caricatures of Koblin and Gillette — after the jump.

“The idea is to put the personalities front and center and give an online hub to the following that these guys have,” Tyler Thoreson, managing editor of the Observer‘s Web site, told FishbowlNY. Thoreson said the new look is designed to complement the reporting Koblin and Gilette already do and will incorporate the pair’s print reporting, blog posts and twitter feeds..

The relaunched “Media Mob” is part of a broader effort to revamp the Observer Web site, said Thoreson. The Daily Transom, another Observer property, has launched several new branded features and ramped up the frequency of its posting since Thoreson joined in mid-February, he said. Thoreson is also planning a rebranded PolitickerNY vertical that will prominently feature political reporter Azi Paybarah.

The original iteration of “Media Mob” started in July 2005 under then-editor Tom Scocca, and ran until a February 2009 sign-off by Matt Haber.

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