Posted May 20, 2013 9:37 am by with 1 comment

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Tumblr by the Numbers PreviewHey, in case you haven’t heard, the rumor is now the truth: Yahoo! has purchased Tumblr.

You can read about it and all the predictions, cheers, jeers and whatever just about anywhere in the Internet industry press mainly because there is not much else going on.

In looking at the various reports that have tried to make sense of the purchase there is no more interesting than Yahoo’s own post on Tumblr which says,

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.

It basically says to the reader “Since we don’t possess any of the great traits that our acquisition has, we know we shouldn’t touch it so as to give users confidence.” Yikes.

Anyway, there is some more interesting stuff to gnaw on about Tumblr. The first we’ll share is this chart from Business Insider that goes to the negative which is Quantcast showing a leveling off of Tumblr traffic.

Quantcast Tumblr via Business Insider

Now on a more positive note, or at least on a note that gives some insight as to just how Tumblr may fit into the Yahoo lineup, HubSpot‘s social media scientist, Dan Zarrella, put together this infographic about getting the most from Tumblr.


As with all ‘news’ on the Internet the real story will have to unfold over the next several months or years. Will this be the death knell for Tumblr or will it be an injection of new blood and hope into Yahoo? Too early to tell but considering the Internet press it’s never too early to speculate. We’ll just sit back and let it simmer for a while and move on.

What’s your thoughts on this move? Does it impact your thoughts about Tumblr? Will it help or hinder it’s future? You have the floor!

Update: Well it appears Marissa Mayer is happy with the activity:

  • Yahoo sure needed a shot in the arm and Tumblr is as young and fresh as Yahoo used to be. I hope Tumblr isn’t sorry in the long run. This is a merger I never imagined.