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New York Times (s NYT) personal tech columnist David Pogue is leaving the paper — where he’s been for 13 years — for Yahoo (s YHOO), where he’ll help launch a consumer tech site.

Pogue wrote in a blog post Monday:

“Actually, ‘site’ doesn’t even cover it. I’ll be writing columns and blog posts each week, of course, and making my goofy videos. But my team and I have much bigger plans, too, for all kinds of online and real-world creations.”

Yahoo CEO Marissa Mayer also noted in a brief post:

“David will lead a major expansion of consumer tech coverage on Yahoo and will publish columns, blog posts and video stories that demystify the gadgets, apps and technology that powers our users’ daily lives.”

New York Times reporter Brian Seltzer first reported Pogue’s departure on Twitter.

In his blog post, Pogue noted that “Yahoo is an underdog. I’ve given them a few swift kicks myself over the years” but said that “working to build the new Yahoo is a very attractive proposition.” Yahoo has acquired a couple content companies since Mayer’s arrival — most notably Tumblr, but also news reading app Summly — but this will be the first news site that the company has launched under her.

The hiring of Pogue is somewhat reminiscent of the company’s pre-Mayer strategy, a couple years ago, when Yahoo hired several well-known journalists in a move to produce more original content. Back then, the effort didn’t go so well. Michael Calderone, for instance, went from Politico to Yahoo but was there less than a year before leaving — this time for AOL.

Will it work this time around? We’ll see. Pogue and Yahoo will be competing against plenty of existing tech sites, but Mayer writes that “I can’t think of a better person to make technology more accessible and helpful for the hundreds of millions of people who come to Yahoo every day.”