Verizon is selling Tumblr to WordPress parent, Automattic

Six years following Yahoo bought Tumblr for north of $1 billion, its parent corporation is promoting the as soon as dominant blogging platform. WordPress owner Automattic Inc. has agreed to take the service off of Verizon’s hands. Terms of the deal are undisclosed, but the quantity is “nominal,” compared to its original asking cost, per an write-up in The Wall Street Journal.

As soon as the hottest game in town, the intervening half-decade has been difficult on Tumblr, as web-sites like Facebook, Instagram, Reddit and the like have considering that left the platform in the dust. Extra lately, a selection to barn porn from the platform has had a marked damaging effect on the service’s targeted traffic. According to Sensor Tower, initial-time customers for Tumblr’s mobile app declined 33% year-more than-year final quarter.

The news definitely is not surprising. In Might, it was reported that Verizon was hunting for a new owner for the web-site it inherited by way of its acquisition of Yahoo. Tumblr was Yahoo’s biggest acquisition at the time, as then-CEO Marissa Mayer “promise[d] not to screw it up” in a statement produced at the time.

Tumblr proved not to be a terrific match for Yahoo — and even much less so Verizon, which rolled the platform into its quick-lived Oath enterprise and later the Verizon Media Group (also TechCrunch’s umbrella organization). On the face of it, at least, Automattic appears a a lot much better match. The organization runs WordPress .com, a single of the world-wide-web’s most well known publishing tools, along with Jetpack and Simplenote. As aspect of the deal, the organization will take on 200 Tumblr staffers.

“We couldn’t be more excited to be joining a team that has a similar mission. Many of you know WordPress.com, Automattic’s flagship product. WordPress.com and Tumblr were both early pioneers among blogging platforms,” Tumblr fittingly wrote in a weblog post. “Automattic shares our vision to build passionate communities around shared interests and to democratize publishing so that anyone with a story can tell it, especially when they come from under-heard voices and marginalized communities.”

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