Today, Tumblr’s owner, Verizon Media, announced that Automattic plans to acquire Tumblr. Automattic is the technology company behind products such as WordPress.com, WooCommerce, Jetpack, and Simplenote—products that help connect creators, businesses, and publishers to communities around the world.
They have been in freefall for a while and the fairly recent banning of porn made the downward spiral even worse. In its heyday, Tumblr was receiving nearly 20 billion page views a month and they are down to something like 400 million monthly page views currently.
This move is somewhat reminiscent of Verizon's recent dumping of Yahoo's Flickr to Smugmug. Of course, Verizon paid close to $4.5 billion for Yahoo's core internet businesses in 2016.
Yes, I was thinking about how this is like the Flickr dumping, but I think Tumblr with WordPress is a much better fit. And I don't think Automatic will take such drastic measures to start as Flickr did with changing the member terms right away. I suspect that Tumblr had to become more lean so that a buyer would be more interested, though some reports say there were some interested and Verizon wanted the right buyer. It will be interesting to see if it is going to be a new Tumblr say a year from now.