has confirmed it has bought Tumblr
, in a deal noted yesterday
to be in the region of $1.1 billion. The search company has already moved its company blog over to the blogging platform, and despite CEO Marissa Mayer saying "We promise not to screw it up," there is reportedly a large jump in the number of users moving from Tumblr to Wordpress.
Mayer's first post
on the new company blog states that Tumblr will be operated independently of Yahoo, with David Karp remaining as CEO. No changes will be made to "the product roadmap, their team, their wit and irreverence," according to Mayer, but Yahoo will attempt to help Tumblr "get even better, faster." Tumblr will deploy Yahoo's "personalization technology" and search infrastructure onto the platform, with the two companies also to set to work on improving advertising and revenues. Karp reiterated Tumblr's independence in his own post
, confirming "We're not turning purple. Our headquarters isn't moving. Our team isn't changing. Our roadmap isn't changing."
At present, Tumblr has over 300 million monthly unique visitors, and 120,000 accounts created every day. Around 24 billion minutes are spent by visitors viewing the site each month, which also receives 900 posts per second, and more than half of the Tumblr user base own the mobile app version. It is suggested that the acquisition and the two companies working together will increase Yahoo's audience by 50 percent to more than a billion monthly visitors, while traffic will increase by 20 percent.
A blog post
by Matt Mullenweg, CEO of Wordpress
, claims a sudden jump in the number of users importing blog posts from Tumblr to Wordpress.com after the announcement. Between 400 and 600 blog posts are imported per hour from Tumblr on a Sunday, but shortly after the Yahoo board approval yesterday, it spiked at 72,000. While it is a significant jump, Mullenweg doesn't believe that it is a mass exodus. "For most folks habits overcome Internet-outrage. Even if a million people left, that's just about a week's worth of signups."