11:18 am - 05/20/2013

Yahoo buys Tumblr, promises to not 'screw it up'

The deal, which had been rumored since last Thursday, will help Yahoo to tap into the younger, active online user base at Tumblr. But the deal raises concerns among some Tumblr fans that the site could end up being cluttered by the ads that brings in billions of dollars a year to Yahoo. Tumblr CEO and founder David Karp has resisted the use of traditional display advertising on Tumblr to this point.

To answer those worries, Yahoo said that Tumblr will be independently operated as a separate business with Karp staying on as CEO. Yahoo CEO Marissa Mayer posted her own Tumblr post to try to assure fans of the site they need not panic. In a call with investors and analysts Monday, Mayer referred to the deal as a "game changer" for Yahoo. She said there will be no Yahoo branding on Tumblr.

Mayer compared the deal to what she said were the most successful tech acquisitions in the past, Google's purchase of YouTube and the purchase of PayPal by eBay (EBAY, Fortune 500), combinations that she said were virtually invisible to users of the Web sites that were being acquired.

But while she sought to assure Tumblr bloggers and readers that the site will stay the way they like it, she also promised analysts that the deal will give Yahoo a chance to "monetize" Tumblr in a way that "is meaningful ... to the user experience." She said that Karp and his team agree that Tumblr has now grown up to the point where it makes sense to sell more ads.
Karp, who was not on the call, also sought to assure Tumblr bloggers.
"Our team isn't changing. Our roadmap isn't changing," said Karp in a statement. "Tumblr gets better faster with more resources to draw from."

Tumblr has 300 million monthly unique visitors and 120,000 sign-ups every day, with about 900 posts a second. But as much traffic as it generates, not all the content is ideal for advertisers.
"Tumblr does not insist on knowing the real identities for users, and some of the Tumblr content is very adult-oriented, both features that advertisers would find repellant," said Brian Proffitt, an adjunct instructor of management at the University of Notre Dame.

As big as Tumblr has become, it is dwarfed by Yahoo, which posted revenue of about $5 billion last year and a profit of $825 million excluding special items. Yahoo had $5.4 billion in cash on its balance sheet, according to its most recent quarterly earnings statement. Yahoo Chief Financial Officer Ken Goldman said that while the deal is not expected to add much to Yahoo's results this year, he forecasts material gains in both profits and revenue by next year. The deal is expected to close in the second half of this year.

The purchase is the biggest move yet by Mayer, the Yahoo CEO who has shaken up the company in less than a year on the job. She's rolled out a new homepage, a redesigned Yahoo Mail and refreshed Flickr, its photo-sharing service that some critics said had been dying on the vine before Mayer's changes.

Under Mayer's watch, Yahoo has also bought mobile start-up Stamped for its engineering staff. Yahoo shut down Stamped after the acquisition and put its staff to work on Yahoo projects. Mayer also made a splash with Yahoo's $30 million purchase of Summly, a news summary app created by 17-year old Nick D'Aloisio.

But Mayer has also been criticized for some of her moves since she left Google to become CEO of Yahoo, especially her decision that Yahoo employees could no longer work from home.

Mayer is scheduled to appear at an event in New York later Monday. It is unclear if she will only be talking about the Tumblr deal or if Yahoo has something else to announce as well.

David Karps official statement

Everyone, I’m elated to tell you that Tumblr will be joining Yahoo.

Before touching on how awesome this is, let me try to allay any concerns: We’re not turning purple. Our headquarters isn’t moving. 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.

So what’s new? Simply, Tumblr gets better faster. The work ahead of us remains the same – and we still have a long way to go! – but with more resources to draw from.

Yahoo is the original Internet company, and Marissa and her team share our dream to make the Internet the ultimate creative canvas. I couldn’t be more excited to have her help. We also share a vision for Tumblr’s business that doesn’t compromise the community and product we love. Plus both our logos end with punctuation!

As always, everything that Tumblr is, we owe to this unbelievable community. We won’t let you down.

Fuck yeah,


Mods, resubmitted because this is the official statement :)
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readmymiind 20th-May-2013 03:21 pm (UTC)
every business needs to make a profit and tumblr wasn't making it :/ welp, at least i got adblock for those ads that i'm sure will be there SOON.
nathanandbarry 20th-May-2013 03:41 pm (UTC)
they already started with the ads like a few months ago. They're pretty subtle though.
readmymiind 20th-May-2013 03:58 pm (UTC)
oh yeah, i remember now. never paid attention to them though.

nice icon! is she kiko mizuhara?
frelling_tralk 20th-May-2013 05:07 pm (UTC)
LJ's were at first too, then they ended up with the annoying flashing ad's after a bit
boweeko 20th-May-2013 03:22 pm (UTC)
Somebody should really tell Yahoo! that tumblr is just porn and Ron Swanson gifs
menageohthree 20th-May-2013 03:23 pm (UTC)
I see nothing wrong with either.
kaijinscendre 20th-May-2013 03:30 pm (UTC)
Do you actually think a company that just spent a billion dollars buying something hasn't been looking at the content and user base of that product for at least several months?
boweeko 20th-May-2013 03:37 pm (UTC)
it was a joke............
shanny_w 20th-May-2013 03:54 pm (UTC)
It was a impulse buy!
fruitariyun 20th-May-2013 07:46 pm (UTC)
lbr they prob bought it over the internet late 1 nite when they were super drunk
nebulous_mirage 20th-May-2013 03:34 pm (UTC)
hmmm... more like Benedict Cumberbatch gifs
saikaro_x 20th-May-2013 03:55 pm (UTC)
and doctor who gifs
melissa_ivory 21st-May-2013 12:53 am (UTC)
*porn and fandom and gifs relating to both

That really does sum up tumblr.
superdogbiter 20th-May-2013 03:22 pm (UTC)
 photo tumblr_inline_mmv5cntLel1rinal3_zpsb7c502f4.gif
i'm loving all the people on tumblr freaking out
vespertinev 20th-May-2013 05:22 pm (UTC)
LOL! What the hell is that?
magnetic_rose92 20th-May-2013 03:23 pm (UTC)
Well I don't know if it says so on the article because tldr but from what I gathered is was either this or shutting tumblr down... so I guess I'm cool with it. Some people on my dash were freaking the fuck out lmao.
brightstarsure Fuck this Noise20th-May-2013 03:24 pm (UTC)
mosesville Re: Fuck this Noise20th-May-2013 03:33 pm (UTC)
Aww, bitchy Reezus.
brightstarsure Re: Fuck this Noise20th-May-2013 03:37 pm (UTC)
My fave kind of Reezy
finchburg 20th-May-2013 03:24 pm (UTC)
This doesn't bother me much. I'm a casual tumblr user at best but it would be nice to see the tech improve for the site.
melissa_ivory 21st-May-2013 12:54 am (UTC)
Same, and I'd rather tumblr stay operating than having to shut down.
therearewords 20th-May-2013 03:25 pm (UTC)
Pinterest? It's the "Tumblr for women" already anyway.
brightstarsure 20th-May-2013 03:27 pm (UTC)
Pinterest is awesome. Find the best recipes.
mistress_f 20th-May-2013 03:32 pm (UTC)
pinterest sucks. the graphic / interface is horrible . i hate it
sevenbeat 20th-May-2013 03:34 pm (UTC)
pinterest truly sucks
nathanandbarry 20th-May-2013 03:42 pm (UTC)
no. I have a pinterest and I only really go on there to keep track of things I want to buy or recipes I want to remember.

It's no where near as fun as tumblr.
unsweetened 20th-May-2013 04:01 pm (UTC)
pintrest is great but for different reasons. i love it because i'm HUGE on organizing and i can make categories for everything, and it's easy to go back and find things. you can't really do that with tumblr, but that's not what it's for anyway
fading_october 20th-May-2013 03:26 pm (UTC)
I have MLKSHK which is a light picture sharing website. (Just video/pics) and I've had a melodramatic account for the last 11 years? for blogging.
hollymarchosias 20th-May-2013 03:41 pm (UTC)
Back to Wordpress unless a Tumblr killer comes along, I guess.
pink_maid 20th-May-2013 04:02 pm (UTC)
gonna invent a new site tbh
frelling_tralk 20th-May-2013 05:10 pm (UTC)
I hope they come back to LJ ):
vespertinev 20th-May-2013 05:43 pm (UTC)
Weheartit. It's like pinterest, but cuter.
therearewords 20th-May-2013 03:24 pm (UTC)
I just hope I don't have to start logging in with my Yahoo! account because I continue to forget the pass word.
fading_october 20th-May-2013 03:27 pm (UTC)
my ex stole my account. except I know the password..and he spelled betrayal wrong.
therearewords 20th-May-2013 03:37 pm (UTC)
LMAO what a wanker.
shanny_w 20th-May-2013 03:57 pm (UTC)
violue 20th-May-2013 04:11 pm (UTC)
rewrittentime 20th-May-2013 04:27 pm (UTC)
holy shit lmao
bienenkiste 20th-May-2013 04:39 pm (UTC)
ohwutevernvm 20th-May-2013 03:25 pm (UTC)

go ahead make my day
weatherstaff 20th-May-2013 04:12 pm (UTC)
this looks exactly like my cat.
nikuru 21st-May-2013 03:53 am (UTC)
It is your cat...
blue_birds 20th-May-2013 04:21 pm (UTC)
paranoiattaque 20th-May-2013 05:55 pm (UTC)
this is the best gif.
fagsindubai 20th-May-2013 03:25 pm (UTC)
i hope they ban porn, make it a little more user friendly
fading_october 20th-May-2013 03:28 pm (UTC)
Or at least make it like MLKSHK and have the option to put a grey NSFW filter over the image and it wont show anything unless you click it.
norrell 20th-May-2013 03:47 pm (UTC)
This, there is porn in every tag and I don't want to see naked people when I am just trying to find pretty kitchens come on now
melissa_ivory 21st-May-2013 12:56 am (UTC)
I love this idea and hope it's one of the first new things we see on tumblr.
brightstarsure 20th-May-2013 03:29 pm (UTC)
weighty_ghost 20th-May-2013 04:51 pm (UTC)
....I never find porn popping up on my dashboard. Maybe you should just don't follow blogs that post porn all the time.
frelling_tralk 20th-May-2013 05:12 pm (UTC)
Urgh I was looking through tags for the Nikita show and this giant picture came up of someone's asshole ffs
myblackass 20th-May-2013 07:57 pm (UTC)
I just want a porn filter option.
yankeesarelove 20th-May-2013 03:25 pm (UTC)
i wonder how many advertisers will love to be running alongside pure user-generated content. Can you imagine Coke loving to buy space alongside pictures of photoshopped pics of Louis and Harry in compromising positions?
cheapxdate 20th-May-2013 03:58 pm (UTC)
boundarybreaks 21st-May-2013 12:09 am (UTC)
Larry manips get really graphic so lol. 
gabrieldreams 20th-May-2013 03:25 pm (UTC)
Uh huh.


I'll wait and see.

Doesn't seem like a good investment though? What are they going to do to it?
invisible_cunt 20th-May-2013 03:26 pm (UTC)
but does anyone even use yahoo email anymore?
mosesville 20th-May-2013 03:35 pm (UTC)
honesty is the best policy
montag_heidi 20th-May-2013 03:46 pm (UTC)
ifyouseekkevy 20th-May-2013 05:32 pm (UTC)
your icon is killing me omg
blacktinbox 20th-May-2013 03:29 pm (UTC)
me. it's actually my main because i had already used that email for so much shit that it would be a hassle to change.
fruitchews 20th-May-2013 03:32 pm (UTC)
Yes. I made one in 2000 and I still use it on a regular basis. I also use a hotmail one for signing up for games.
tasteofspace 20th-May-2013 03:38 pm (UTC)
For years my email was something like XprincessXofXpunkX@rocketmail.com I cringe when I think about it.
ourferocity 20th-May-2013 03:43 pm (UTC)
i've had my yahoo address since 1997
rainbow_fish 20th-May-2013 03:54 pm (UTC)
Whenever I see that someone's ~professional~ e-mail is a yahoo account, I side-eye the fuck out of them.

Keep your old GlitterKatLovr@yahoo.com or w/e for old accounts and stuff, but for goodness sake, get a damn gmail account for your business dealings.
saikaro_x 20th-May-2013 03:56 pm (UTC)
i only use it for my flickr login ID
x_rose_tyler_x 20th-May-2013 03:59 pm (UTC)
I do to sign up for newsletters and shit that I know will bring spam.
eggtard 20th-May-2013 04:02 pm (UTC)
i've never had a yahoo e-mail for some reason idk
weatherstaff 20th-May-2013 04:14 pm (UTC)
I've had my account since we were forced to make it in high school which was like 6 years ago, it's easier to use it. I have all of my gmail from my school account forwarded to it.
violue 20th-May-2013 04:15 pm (UTC)
yeah, I've had it for 16 years :x

I use it when I sign up for websites and for e-mailing family (ouch, huh)
hope_remains 20th-May-2013 04:48 pm (UTC)
I do, lol. It's my main e-mail. I'm 26 and I've had it for so long that I can't change.
dumpweeds 20th-May-2013 05:08 pm (UTC)
I keep mine for my flickr account

my parents both use yahoo, but I really have no room to talk. I use hotmail (and gmail...)
hemsworth 20th-May-2013 05:21 pm (UTC)
i only have one for my flickr account but i never log into said account.
xdecadentx 20th-May-2013 05:24 pm (UTC)
mine is on my youtube account and I can't change it because it doesn't let you change it to a gmail one for some reason.
williammiller 20th-May-2013 06:08 pm (UTC)
I do but it's not a main one. It's mostly for junk email and Amazon stuff.
lachica2000 20th-May-2013 06:45 pm (UTC)
I've had mine for 15 years. But I only use it for here and ebay.
miss_lurker 20th-May-2013 06:51 pm (UTC)
My main email is yahoo. I've had it for at least 15 years.
bungalowtick 20th-May-2013 07:07 pm (UTC)
i think that's kinda the point..
dreamerbri 20th-May-2013 07:58 pm (UTC)
i use it when i need to put my email for stuff that'll probably send me a lot of spam.
unsafetypin 20th-May-2013 09:58 pm (UTC)
Screw Yahoo mail - it's been getting hacked like absolute crazy for the past couple of months due to an error they never bothered to fix. Mine was hacked yesterday (that I haven't used in 3 years) and the asshole proceeded to hack and try and take over every other e-mail account that I have which was connected to my Yahoo mail account. :\
melissa_ivory 21st-May-2013 12:59 am (UTC)
I do and I don't. I really need to clean it up on what gets in and doesn't, but I keep procrastinating. I've been getting to a point where I have stuff just to hotmail, stuff just to gmail, and I don't want too much to either, so I'm going to be using Yahoo as my other one for other stuff.
hay_nako 21st-May-2013 04:54 am (UTC)
yes it's my main and oldest email, my gmail sends everything there. im bummed i lost my hotmail acc cause i forgot the damn password.
ilovebeaarthur 21st-May-2013 04:00 pm (UTC)
i've had it since i graduated from college in '04, even though it sucks. after i get married, i'm going to switch to gmail.
montag_heidi 20th-May-2013 03:26 pm (UTC)
everyone who keeps saying tumblr is all gifs and porn doesn't get how valuable tumblr is to advertisers. these are the same people who were shitting on facebook buying instagram. ig and tumblr have the "cool" factor with teens that fb lost years ago and people really wanna sell shit to them.

the problem though is that yahoo's name is poison. they're like blackberry, everyone assumes anything they do will suck before they even see it so this alone could potentially kill the whole thing.
laev84 20th-May-2013 03:28 pm (UTC)
I totally agree. Yahoo is the tabloid of the internet. We all get a good laugh but no one takes them seriously.
mistress_f 20th-May-2013 03:34 pm (UTC)
yes, to all of this. plus it's not true that it's only gifs and porn. look at all the HUGE brands / magazines / networks / tv shows now having their own tumblr account (come on, even vogue.com now has one, and vogue is hardly cool or teen friendly). the potential for advertisers is HUGE
but then flop! yahoo steps in the picture and we're all doomed
nathanandbarry 20th-May-2013 03:44 pm (UTC)
this. Plus, I follow a lot of quality blogs on tumblr. They aren't that hard to find.
shanny_w 20th-May-2013 03:59 pm (UTC)
lol i would totes wanna be an anon buyer if i was yahoo. but i guess ppl would find out.
paranoiattaque 20th-May-2013 06:44 pm (UTC)
melissa_ivory 21st-May-2013 01:01 am (UTC)
This, perfectly. Also, awesome icon.

(Crazy fact, but when she was that young and dressed all preppy, Katherine looked a lot like my sister, and exactly like her in that last scene when she smiled down at Danielle.)
ghost_ing 20th-May-2013 03:26 pm (UTC)
I loved all the people reblogging a post to try and make tumblr change their mind about this and show them that it isn't what users wanted. You'd have to be delusional to think a shit ton of notes were going to make them pass up a billion dollars.
alessandra_lee 20th-May-2013 03:38 pm (UTC)
And it's not like tumblr has ever listened to what its users want.
violue 20th-May-2013 04:17 pm (UTC)
yes all the posts about revolting against tumblr or whatever so yahoo won't want it are ridiculous

it's one thing "protesting" actual site changes but this was a billion dollar purchase, a bunch of bitchy posts with 70 notes aren't going to change shit
mwffj 20th-May-2013 06:10 pm (UTC)
Omg seriously. It's like you idiots really think a bunch of signatures on an online petition website is going to hold any kind of weight against ONE BILLION DOLLARS?
littlelauren86 21st-May-2013 01:48 am (UTC)
Just like those people who hit the "share" button on facebook can do magical things.
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