Magazine world view: NatGeo tops; Fine Cooking's brand audit; NR knocks down paywall

NPR pushes digital sponsorships (MediaDailyNews)
National Geographic among leaders in media brands (MediaDailyNews)
Tumblr hits 20 billion total posts (Mashable) 
Longlists announced for 2012 George Orwell Prize (Jon Slattery) 
Taunton’s Fine Cooking Magazine Opts for a 'Brand' Audit (Audience Development) 
USPS Seeks 'Soft Landing' For Downsized Employees, Donahoe Says (Dead Tree Edition)