I’m delighted to announce that we’ve reached an agreement to acquire Tumblr!
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.
Tumblr will retain its brand, with Yahoo taking a “hands-off” approach initially, sources told AllThingsD, which broke the story about the deal. AllThingsD’s Kara Swisher tweeted that she and fellow reporter Peter Kafka were not invited by Yahoo PR’s Anne Espiritu to today’s event announcing the deal.
Tumblr’s Storyboard was a daily read for many Mashable editors, so we’re offering to publish some of its planned stories in the wake of its shut-down.
A year ago, Tumblr did something unprecedented — we created an editorial team of experienced journalists and editors assigned to cover Tumblr as a living, breathing community. The team’s mandate was to tell the stories of Tumblr creators in a truly thoughtful way — focusing on the people, their work, and their stories. The result of this ambitious experiment was Storyboard.
After hundreds of stories and videos, features by publishers ranging from Time to MTV to WNYC — not to mention a nomination for a James Beard Award and entries into this year’s NY Press Club Awards — we couldn’t be happier with our team’s effort. And as Tumblr continues to evolve, we’ll always be experimenting with new ways to shine light on our creators.
What we’ve accomplished with Storyboard has run its course for now, and our editorial team will be closing up shop and moving on. I want to personally thank them for their great work. And please join us in wishing them well.
— Laura Olin, who served as Obama for America’s outbound director and managed the Obama campaign’s Tumblr account, in The Atlantic’s article on how Tumblr served as a unique outreach platform during the 2012 election.