I’m delighted to announce that we’ve reached an agreement to acquire Tumblr!
We promise not to screw it up. Tumblr is incredibly special and has a great thing going. We will operate Tumblr independently. David Karp will remain CEO. The product roadmap, their team, their wit and irreverence will all remain the same as will their mission to empower creators to make their best work and get it in front of the audience they deserve. Yahoo! will help Tumblr get even better, faster.
Tumblr has built an amazing place to follow the world’s creators. From art to architecture, fashion to food, Tumblr hosts 105 million different blogs. With more than 300 million monthly unique visitors and 120,000 signups every day, Tumblr is one of thefastest-growing media networks in the world. Tumblr sees 900 posts per second (!) and 24 billion minutes spent onsite each month. On mobile, more than half of Tumblr’s users are using the mobile app, and those users do an average of 7 sessions per day. 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. The combination of Tumblr+Yahoo! could grow Yahoo!’s audience by 50% to more than a billion monthly visitors, and could grow traffic by approximately 20%.
In terms of working together, Tumblr can deploy Yahoo!’s personalization technology and search infrastructure to help its users discover creators, bloggers, and content they’ll love. In turn, Tumblr brings 50 billion blog posts (and 75 million more arriving each day) to Yahoo!’s media network and search experiences. The two companies will also work together to create advertising opportunities that are seamless and enhance user experience.
As I’ve said before, companies are all about people. Getting to know the Tumblr team has been really amazing. I’ve long held the view that in all things art and design, you can feel the spirit and demeanor of those who create them. That’s why it was no surprise to me that David Karp is one of the nicest, most empathetic people I’ve ever met. He’s also one of the most perceptive, capable entrepreneurs I’ve worked with. His respect for Tumblr’s community of creators is awesome, and I’m absolutely delighted to have him and his entire team join Yahoo!.
Both Tumblr and Yahoo! share a vision to make the Internet the ultimate creative canvas by focusing on users, design — and building experiences that delight and inspire the world every day.
I did a quick overlook over the #yahoo tag. More than not, people do not want Tumblr to be owned by Yahoo. They do not have the best track record and any new “owner” may just decide to change everything.
Lets look at this in a different way. I hope Tumblr is not stupid. I hope Tumblr has pushed through the idea that if Tumblr is to be acquired by Yahoo, they are not allowed to do a thing with the exception of a “owned by Yahoo” (believe me, just writing that makes me feel sick). This makes sense since what Tumblr is, is what Yahoo wants. If Tumblr changes to full ads and yahoo branding everywhere, they are just going to lose the audience that they hope to entice. But back to the real problem, money.
Tumblr needs money to keep running. There are multiple ways that Tumblr can get money. They could get it through advertising, paid subscriptions or even fundraising. I am really interested in a paid subscription model for tumblr because I use tumblr a lot. I might even consider myself as a power user. So, what structure could the paid subscription come in? Well I was thinking:
It seems like a good model to go by, just look at Spotify. What has not even been considered is, tumblr users love tumblr (obviously) so why not let us donate?
We will find out if Yahoo is going to buy Tumblr on Monday. In the case Yahoo does acquire Tumblr and it is clear that they are going to ruin things, I think there is a good alternative in Google+.