Yahoo! chief executive Marissa Mayer has continued her quest to reinvent the dot-com relic with a big-money buy-out of creative network Tumblr.
Tumblr, which plays host to 105 million different blogs and over 300 million monthly unique visitors, is set for massive investment via online advertising - which rose 15% in 2012. Yahoo hopes to translate its brand to a younger, more vibrant, mobile audience that can be monetised, quite a challenge considering Tumblr's revenues last year were a a meagre $13m.
"The two companies will also work together to create advertising opportunities that are seamless and enhance user experience," said Mayer on her own Tumblr page.
“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.”
You can find Creativesrus on Tumblr here.
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