Should Yahoo buy Tumblr?


FILE - JANUARY 28: Yahoo's 4Q earning rose 4 percent to $1.22 billion, beating analysts expectations. (Justin Sullivan/GETTY IMAGES)

Tumblr has been one of the fastest- growing sites on the Web, boasting 107.9 million blogs and a whopping 50.7 billion posts since it was founded in 2007.

That growth has reportedly caught the eye of Web giant Yahoo. All Things Digital reported that Yahoo is eyeing the blogging platform, and reporters Peter Kafka and Kara Swisher said that “sources close to the situation” have said the two companies are in “serious” talks. Still, the report said, the negotiations are far from final.

Yahoo has been drawing a lot of attention since Marissa Mayer took over as the company’s chief executive just under a year ago. The company has since made over several of its products to reach Web users who are more often accessing Yahoo’s sites from their smartphones.

That could make Tumblr — a strong platform for shorter blog posts — a good fit for the company, and it could also help Yahoo earn some needed cachet among younger mobile Internet users.

Yahoo spokeswoman Suzanne Philion said that the company doesn’t comment on rumors or speculation. Tumblr did not immediately respond to a request for comment.

Since Mayer took the reins at Yahoo, she has focused on building the company’s mobile presence, creating several partnerships and making acquisitions as part of that strategy.

In March, the company announced that it had acquired Summly, a news app that cuts full articles into 400-character, smartphone-friendly bites. (Users can also tap through to full articles.) Only a month later, Yahoo introduced a new iPhone app that included Summly’s truncated news summaries, showing its willingness to integrate and deploy that technology quickly.

The Web giant is also working to build a more social platform, which was evident Thursday when Yahoo announced that it’s incorporating Twitter results into its Web searches.

Related stories:

Summly and its teen founder snapped up by Yahoo

Bloomberg: Yahoo may be considering bid for Hulu

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Hayley Tsukayama covers consumer technology for The Washington Post.
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