Verizon to Sell Tumblr to Automattic

#1

Post by minimaxir » Mon, Aug 12, 2019, 8:07 PM UTC

Verizon to Sell Tumblr to Automattic
wsj.com

Re: Verizon to Sell Tumblr to Automattic

#2

Post by minimaxir » Mon, Aug 12, 2019, 8:14 PM UTC

> Mr. Mullenweg said his company intends to maintain the existing policy that bans adult content. He said he has long been a Tumblr user and sees the site as complementary to WordPress.com. “It’s just fun,” he said of Tumblr. “We’re not going to change any of that.”

Not surprising, but in light of that statement one wonders what the value proposition of this acquisition is aside from an acquihire.

Re: Verizon to Sell Tumblr to Automattic

#3

Post by rmason » Mon, Aug 12, 2019, 8:33 PM UTC

minimaxir wrote: post #2

> Mr. Mullenweg said his company intends to maintain the existing policy that bans adult content. He said he has long been a Tumblr user and sees the site as complementary to WordPress.com. “It’s just fun,” he said of Tumblr. “We’re not going to change any of that.” Not surprising, but in light of that statement one wonders what the value proposition of this acquisition is aside from an acquihire.

They haven't published a sale price. Doubt very much if Matt Mullenweg over paid for it. If the price is low enough that Tumblr cash flows or close to it with existing advertising revenue then it was a pretty smart purchase.

Re: Verizon to Sell Tumblr to Automattic

#4

Post by skilled » Mon, Aug 12, 2019, 8:34 PM UTC

Surprised by this news. Tumblr has lost a ton of momentum since its policy change, and the site itself doesn't have a very strong "brand" audience attached to it.

Fun fact: I can't recall the last time I either opened a Tumblr link or saw one in the wild. But maybe that's just me.

Re: Verizon to Sell Tumblr to Automattic

#5

Post by ekc » Mon, Aug 12, 2019, 8:35 PM UTC

This is interesting, given Automattic has one of the...weirdest views on free speech there is today.

Near-absolute free speech, within the means of the law, with really odd exceptions.

Re: Verizon to Sell Tumblr to Automattic

#6

Post by JBReefer » Mon, Aug 12, 2019, 8:36 PM UTC

ekc wrote: post #5

This is interesting, given Automattic has one of the...weirdest views on free speech there is today. Near-absolute free speech, within the means of the law, with really odd exceptions.

Isn’t that majority opinion in America? I only see opposition to free speech in niche communities.

Re: Verizon to Sell Tumblr to Automattic

#7

Post by jedberg » Mon, Aug 12, 2019, 8:37 PM UTC

skilled wrote: post #4

Surprised by this news. Tumblr has lost a ton of momentum since its policy change, and the site itself doesn't have a very strong "brand" audience attached to it. Fun fact: I can't recall the last time I either opened a Tumblr link or saw one in the wild. But maybe that's just me.

> Fun fact: I can't recall the last time I either opened a Tumblr link or saw one in the wild. But maybe that's just me.

I'm pretty sure I've never opened a tumblr link in my life, but I see screenshots all the time on Facebook and reddit, and I know what "rebloging" is. So I guess the brand has some value there.

Re: Verizon to Sell Tumblr to Automattic

#8

Post by riffraff » Mon, Aug 12, 2019, 8:37 PM UTC

I'm not sure if tumblr can still be saved, but if it can, Automattic is probably a place where it could happen.

I wish them the best of luck.

Re: Verizon to Sell Tumblr to Automattic

#9

Post by simcop2387 » Mon, Aug 12, 2019, 8:38 PM UTC

skilled wrote: post #4

Surprised by this news. Tumblr has lost a ton of momentum since its policy change, and the site itself doesn't have a very strong "brand" audience attached to it. Fun fact: I can't recall the last time I either opened a Tumblr link or saw one in the wild. But maybe that's just me.

December 17th 2018, maybe? I know I stopped seeing a lot of tumblr links when that policy changed, even ones that weren't affected by the change. I'm curious how much traffic and posting changed when that finally went into effect.

Re: Verizon to Sell Tumblr to Automattic

#10

Post by ojbyrne » Mon, Aug 12, 2019, 8:38 PM UTC

rmason wrote: post #3

minimaxir wrote: post #2

> Mr. Mullenweg said his company intends to maintain the existing policy that bans adult content. He said he has long been a Tumblr user and sees the site as complementary to WordPress.com. “It’s just fun,” he said of Tumblr. “We’re not going to change any of that.” Not surprising, but in light of that statement one wonders what the value proposition of this acquisition is aside from an acquihire.

They haven't published a sale price. Doubt very much if Matt Mullenweg over paid for it. If the price is low enough that Tumblr cash flows or close to it with existing advertising revenue then it was a pretty smart purchase.

Techcrunch says the number is "nominal:" https://techcrunch.com/2019/08/12/verizon-is-selling-tumblr-...