By - Om Malik
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Yahoo wants to buy Tumblr. We hear Facebook might spoil the party. But the question is: is Tumblr the fountain of youth that Yahoo badly needs or will this be case of a pathetic old-middle aged guy hanging with youngsters trying to be hip.
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Yahoo chief executive Marissa Mayer thinks that what Blogger did for Google, Tumblr could do for her aging Internet company — make it relevant and a major player on the modern web. And for that she is willing to spend a billion dollars (or perhaps higher) in order to buy New York-based social publishing and sharing platform.
The news of the pending deal was first reported by AllThingsD and later Adweek reported rumors of their deal as well. At least a couple of our own sources say that the talks are serious. We have also learnt that the deal is being championed by CEO Mayer who according to Kara Swisher, has met with the team from Tumblr. We have learned that Yahoo’s New York-based corporate development team is leading the process, though like all deals, talks could fall apart. (We have reached out to respective parties for their comments, but so far we have not heard back from them. We are going to update the post to reflect their responses.)
Tumblr says it has nearly 108 million blogs, over 50 billion posts and it is said to have 117 million visitors a month according to comScore. Forbes.com reports that Tumblr made $13 million in 2012 and is looking to bring in about $100 million, thanks to its new advertising initiatives. The company also recently introduced mobile advertising. For Yahoo this could be a much needed foray into mobile advertising and also into pushing new native ad-formats that help diversify its ad business away from the usual web advertising.
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