Tumblr has been acquired by WordPress owner Automattic

Tumblr has been acquired by Word Press owner Automattic

Tumblr has been acquired by Word Press owner Automattic

Verizon Communications Inc. agreed to sell the blogging platform Tumblr to Automattic Inc., the latest sign the wireless giant is dismantling its online empire.

It's unclear what changes will come under Automattic's leadership, and the two companies behind the deal have yet to disclose any details. This took place after the Verizon takeover, and after Tumblr was banned from the Apple App Store after it had emerged that the blogging platform was hosting child pornography.

Verizon Media CEO Guru Gowrappan called Automattic "the flawless partner" for Tumblr, saying that the buyer's "expertise and track record will unlock new and exciting possibilities for Tumblr and its users".

The price comes as a surprise, as the site was previously sold to Yahoo for $1.1 billion back in 2013.

The short-form blogging platform is said to have lost nearly a third of its traffic since banning all pornography and sexually explicit content in 2018.

As Yahoo and its assets have been chopped up and reformed by Verizon (neé Oath), there's been speculation around the possible sale of Tumblr - informed by high-level exits within the company, and finally confirmed by Verizon itself this may when it announced the site was up for auction.

"Automattic shares our vision to build passionate communities around shared interests and to democratize publishing so that anyone with a story can tell it, especially when they come from under-heard voices and marginalized communities", Tumblr's staff added.

In a post on Tumblr, Automattic's CEO said the deal should close within a few weeks.

In addition to WordPress, Automattic also owns e-commerce platform, WooCommerce, and note-taking application Simplenote.

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