WordPress owner Automattic buys blogging platform Tumblr for an undisclosed amount

A person's hands holding a smartphone that displays the Tumblr application

A person's hands holding a smartphone that displays the Tumblr application

Verizon Media Group, formerly called Oath, is the digital media umbrella that owns more than 50 brands, including HuffPost, TechCrunch and Tumblr. And now, Verizon is also done with Tumblr, meaning it's getting a new owner: Automattic.

Personal blogging social network Tumblr - a waning haven for artists and fandoms - will exit the portfolio of current owners Verizon and be parted off to Automattic Inc., owners of Wordpress, another blogging platform with social elements, according to the Wall Street Journal.

"When the possibility to join forces became concrete, it felt like a once-in-a-generation opportunity to have two beloved platforms work alongside each other to build a better, more open, more inclusive - and, frankly, more fun web", he wrote. Verizon actually started seeking a buyer for the service earlier this year, and Automattic was one of the interested customers, along with...

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Much of Tumblr's content over the years has of course been porn, and the platform's user base dwindled significantly in the first months of this year after Verizon instituted a ban on adult content. Automattic CEO Matt Mullenweg tells the Journal that he plans to keep the porn in place.

Here's the thing: Tumblr has a ton of safe-for-work blogs, but a lot of the userbase for the service was made of users that exclusively used the service for enjoying adult content. According to the report, Pornhub was the only site which had shown interest in buying Tumblr till then. The platform became a Verizon property with the company's Yahoo acquisition, and the transition hasn't been entirely smooth - Verizon chose to ban adult content in 2018, causing an uproar among many users.

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