Verizon is done with Tumblr. The American telecommunications company will sell Tumblr to Automattic, founded by WordPress co-creator Matt Mullenweg. But despite some optimistic words from Automattics leadership, Tumblr users have questions for their new managers.

Founded in 2007 by tech prodigy David Karp, Tumblr played an enormous role ininternet culture during the mid to late aughts. The site fostered a firmly left-wing millennial userbase, kickstarted thousands of artists careers, and hosted an enormous library of NSFW content. After the Tumblr NSFW ban went into effect in December 2018, 18+ users and creators fled to services likeMastodons fediverse and Twitter. The coming year ahead may be another turbulent time for Tumblr, especially as users demand an end to the ongoing NSFW ban. Heres what we know so far about Automattic and the future for Tumblr porn (or lack thereof).

Who bought Tumblr, and will Tumblr unban porn?

What is Automattic, and what does it have to do with WordPress?

Christopher Michel/Flickr (CC-BY)

Automattic founder and WordPress co-creator Matt Mullenweg.

Automattic runsWordPress.comand a series of services connected to the WordPress content management system.These include anti-spam serviceAkismet, avatar systemGravatar, and the immensely popular WordPress suiteJetpack. While Automattic plays an enormous role in guiding WordPresss development, Automattic doesnt actually own the CMS. Rather, Automattichelps develop WordPress for the WordPress Foundation, which runs WordPress.org. Mullenweg directs the WordPress Foundation, but Mullenwegs company Automattic does not control WordPress, which is open-source and primarily designed through communal development.

On Aug. 12, the Wall Street Journal announced that Tumblrs parent company Verizon Communications agreed to sell Tumblr to Automattic.Automattic will reportedly take on 200 staff members, and Mullenwegs company will look for ways WordPress.com and Tumblr can share services and functionality, the Journal reports. However, Mullenweg stresses that his company will not outright combine WordPress and Tumblr. Its just fun, Mullenweg said describing Tumblr to the Journal. Were not going to change any of that.

Wait, didnt Pornhub plan to buy Tumblr?

Michael Coghlan/Flickr (CC-BY-SA)

MindGeeks immensely popular tube site Pornhubhinted it would acquire Tumblr, but nothing came of it. Its plausible that a Tumblr acquisition was never a reality; Pornhub regularly announces PR initiatives to boost its brand.

When reached for comment in May, Pornhub Vice President Corey Price told the Daily Dot, Our team is currently evaluating the merits and viability of an acquisition of the platform. We see great synergies and potential.

The Daily Dot reached out to Pornhub for additional comment.

Why is everyone talking about Tumblr and $3 million?

When Yahoo acquired Tumblr in 2013, CEO Marissa Mayer secured a deal that cost the company$1.1 billionfor the microblogging platform. Six years later, Axios business editor Dan Primack reported that Tumblr sold to Automattic for less than $3 million. Tumblrs modern evaluation is so low that Tumblr users could have crowdfunded the purchase themselves.

The internet jumped on the $3 million figure and turned it into a meme immediately.

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