Yahoo buys Tumblr for $1.1bn and promises 'not to screw it up' | Social Media | Mobile Entertainment

Yahoo buys Tumblr for $1.1bn and promises 'not to screw it up'

Yahoo buys Tumblr for $1.1bn and promises 'not to screw it up'
Zen Terrelonge

by

Social / Yahoo / May 20th 2013 at 3:12PM

Could grow Yahoo’s audience by 50 per cent to more than a billion monthly visitors.



Could grow Yahoo’s audience by 50 per cent to more than a billion monthly visitors.

Rumours of Yahoo buying social blogging site Tumblr for surfaced last week, and the former has now officially confirmed Tumblr is in its ownership for the sum of $1.1 billion.

Tumblr boasts more than 300 million monthly unique visitors, 105 million different blogs, and 120,000 sign-ups each day. Yahoo has had a special focus on conquering mobile recently, and notes that more than half of Tumblr users access the mobile app and average at seven sessions a day.

Bloggers have already started panicking and complaining, much like Instagram users moaned about the Facebook deal, but like Facebook, Yahoo promises to continue operating Tumblr independently. David Karp will remain CEO, while the product roadmap, team and overall atmosphere will stay the same.

Yahoo's main goal is to improve Tumblr, and it wants to do so quickly, introducing 'seamless advertising opportunities'. The combination of Tumblr and Yahoo! could grow Yahoo!’s audience by 50 per cent to more than a billion monthly visitors, and could grow traffic by approximately 20 per cent.

Marissa Mayer, CEO of Yahoo, said: "We promise not to screw it up. Tumblr is incredibly special and has a great thing going. Tumblr’s tremendous popularity and engagement among creators, curators and audiences of all ages brings a significant new community of users to the Yahoo! network.

"In terms of working together, Tumblr can deploy Yahoo!’s personalisation technology and search infrastructure to help its users discover creators, bloggers, and content they’ll love. The two companies will also work together to create advertising opportunities that are seamless and enhance user experience.

"Yahoo is the internet’s original media network. Tumblr is the internet’s fastest-growing media frenzy. Both companies are homes for brands - established and emerging. And, fundamentally, Tumblr and Yahoo! are both all about users, design, and finding surprise and inspiration amidst the everyday."

Karp, added: "Our team isn’t changing. Our roadmap isn't changing. And our mission – to empower creators to make their best work and get it in front of the audience they deserve – certainly isn't changing. But we’re elated to have the support of Yahoo! and their team who share our dream to make the Internet the ultimate creative canvas. Tumblr gets better faster with more resources to draw from."