Verizon, the business conglomerate that owns Tumblr, will sell the social network to Automattic, the company that owns WordPress.
Automattic will not lift the prohibition of pornographic content on Tumblr.
Until now, it is unknown exactly what the terms of the sale are. However, Matt Mullenweg, CEO and owner of Automattic, has indicated that it is the largest purchase his company has made, both for the price and the number of employees involved.
In this sense, the WordPress parent company will incorporate 200 Tumblr employees, the result of the agreement signed with Verizon.
Tumblr’s history so far has been one of many economic turbulence. In 2013 the company was bought by Yahoo! for an astronomical sum of 1,100 million dollars. However, just at that moment the explosion of social networks like Instagram was brewing, something for which Tumblr was not prepared.
To adapt to new trends, the social network tried to adopt popular functions such as the incorporation of live videos, but the blogging format promoted by Tumblr did not seem to be in tune with the rest of the digital environment.
In 2016 Yahoo! valued the price of the social network at 230 million dollars less than its initial price. Then, when Verizon bought from Yahoo! The situation got worse.
However, the true decline of Tumblr did not come until a purge of pornographic content was made within the platform, something that, it is estimated, generated losses of 30% of visits.
Now Tumblr, which still has more than 475 million blogs, will go to Automattic in what seems like another attempt to revive the platform. Although, in this sense, it is important to note that the company has already made it clear that it will not lift the prohibitions of pornographic content.
Anyway, only time will tell if the WordPress conglomerate strategy will revive this social network or if this will be the beginning of the end for Tumblr.