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Tumblr

Tumblr
The logo for Tumblr, Inc.
The Tumblr homepage when a user is not signed in, as of May 2013. A different background image is displayed each time the page is loaded.
Type Subsidiary
Founded February 2007[1]
Headquarters New York City, United States[2]
Founder(s) David Karp
Industry Microblogging, social networking service
Owner Yahoo! Inc.
Employees 301 (as of December 2014)[1]
Website .comtumblr
Alexa rank Increase 37 (December 2014)[3]

Tumblr (stylized in its logo as tumblr.) is a microblogging platform and social networking website founded by David Karp and owned by Yahoo! Inc. The service allows users to post multimedia and other content to a short-form blog. Users can follow other users' blogs, as well as make their blogs private.[4][5] Much of the website's features are accessed from the "dashboard" interface, where the option to post content and posts of followed blogs appear.

As of December 1, 2014, Tumblr hosts over 213 million blogs.[2] The company's headquarters is in New York City.

Yahoo! announced its intention to acquire Tumblr on May 20, 2013, for approximately $1.1 billion.[6][7][8][9] The deal closed on June 20, 2013.[10]

Contents

  • History 1
  • Features 2
    • Blog management 2.1
    • Mobile 2.2
    • Editorial content 2.3
  • Usage 3
    • Adult content 3.1
    • Self-harm and suicide 3.2
  • Corporate affairs 4
    • Funding 4.1
    • Revenue sources 4.2
  • Criticism 5
    • Copyright violation 5.1
    • Security 5.2
  • Recognition 6
  • See also 7
  • References 8
  • External links 9

History


Founder and CEO, David Karp

Former CTO, Marco Arment

Development of Tumblr began in 2006 during a two-week gap between contracts at David Karp's software consulting company, Davidville (housed at Karp's former internship with producer/incubator Fred Seibert's Frederator Studios which was located a block from Tumblr's current headquarters).[11][12] Karp had been interested in tumblelogs (short-form blogs) for some time and was waiting for one of the established blogging platforms to introduce their own tumblelogging platform. As no one had done so after a year of waiting, Karp and developer Marco Arment began working on their own tumblelogging platform.[13][14] Tumblr was launched in February 2007[15][16] and within two weeks, the service had gained 75,000 users.[17] Arment left the company in September 2010 to focus on Instapaper.[18]

In early June 2012, Tumblr featured its first major brand advertising campaign in conjunction with Adidas. Adidas launched an official soccer Tumblr blog and bought placements on the user dashboard. This launch was only two months after Tumblr announced it would be moving towards paid advertising on its site.[19]

On May 20, 2013, it was announced that Yahoo! and Tumblr had reached an agreement for Yahoo! to acquire Tumblr for $1.1 billion in cash.[20][21] Many of Tumblr's users were unhappy with the news, causing some to start a petition, achieving nearly 170,000 signatures.[22] David Karp will remain CEO and the deal was finalized on June 20, 2013.[23][24]

Features

Blog management

  • Dashboard – The dashboard is the primary tool for the typical Tumblr user. It is a live feed of recent posts from blogs that they follow.[25] Through the dashboard, users are able to comment, reblog, and like posts from other blogs that appear on their dashboard. The dashboard allows the user to upload text posts, images, video, quotes, or links to their blog with a click of a button displayed at the top of the dashboard. Users are also able to connect their blogs to their Twitter and Facebook accounts, so whenever they make a post, it will also be sent as a tweet and a status update.[26]
  • Queue – Users are able to set up a schedule to delay posts that they make. They can spread their posts over several hours or even days.[26]
  • Tags – For each post a user creates, they are able to help their audience find posts about certain topics by adding tags. If someone were to upload a picture to their blog and wanted their viewers to find pictures, they would add the tag #picture, and their viewers could use that word to search up posts with the tag #picture.
  • HTML editing – Tumblr allows users to edit their blog's theme HTML coding to control the appearance of their blog. Users are also able to use a custom domain name for their blog.

Mobile

With Tumblr's 2009 acquisition of Tumblerette, an Apple App Store application created by Jeff Rock and Garrett Ross, the service launched its official iPhone app.[27][28] The site became available to BlackBerry smartphones on April 17, 2010 via a Mobelux application in BlackBerry World. In June 2012, Tumblr released a new version of its iOS app, Tumblr 3.0 allowing support for Spotify, hi-res images and offline access.[29] An app for Android is also available.[30] A Windows Phone app was released on April 23, 2013.[31] An app for Google Glass was released on May 16, 2013.[32]

Editorial content

In May 2012, Tumblr launched Storyboard, a blog managed by an in-house editorial team which features stories and videos about noteworthy blogs and users on Tumblr.[33] In April 2013, Storyboard was shut down.[34]

Usage

  • As of December 1, 2014, Tumblr hosts over 213 million blogs and more than 97.3 billion posts in total.[2]
  • In April 2013 the website received more than 13 billion global page views.[35]
  • As of December 1, 2014, over 86 million posts were created on the site each day.[1]

An analysis by AddThis of shares through their service in 2011 noted that Tumblr sharing had increased by 1299.5%.[36]

The service is most popular with the teen and college-aged user segments with half of Tumblr's visitor base being under the age of 25.[37]

Adult content

Tumblr is noted by technology journalists as having a sizable amount of pornographic content, though the exact amount is known only to the company.[38] The New York Times notes "pornography represents a fraction of content on the site, but not a trivial amount for a site with 100 million blogs."[39] Karp revealed in June 2012 that between 2 and 4 percent of Tumblr's traffic is porn-related.[40] Tumblr's Community Guidelines permits adult-oriented content but requires that blogs that contain occasional or substantial adult content to be flagged as such. Sexually explicit videos are not allowed to be uploaded to the website, but videos hosted elsewhere may be embedded.[41] Some porn bloggers earn money by referring traffic to adult businesses through referrals and widgets.[42]

As of July 20, 2013, policy updates enacted by Tumblr mean that pages classified as "NSFW" will not feature in tag pages for users who are not logged in or who have the "Safe Mode" activated. For users who are logged in to Tumblr, but do not have "Safe Mode" turned on, NSFW blogs should show up on search and tag pages; NSFW pages are indexed by search engines.[43] In a public statement, the company conveyed the following:

Tumblr's longstanding policy regarding NSFW content has not changed and emphasizes the importance of free expression. As addressed in these policies, we are constantly taking measures to ensure our users can avoid this content unless they'd like to see it. Anyone can opt-in by disabling Safe Mode in their Dashboard Settings.[44]

Self-harm and suicide

In February 2012, Tumblr's staff blog announced that the content policy would change to ban blogs that promote or advocate suicide, self-harm and eating disorders (pro-ana).[45]

The suicide of a British teenager, Tallulah Wilson, raised the issue of suicide and self-harm promotion on Tumblr as Wilson was reported to have maintained a self-harm blog on the site. A user on the site is reported to have sent Wilson an image of a noose accompanied by the message: "here is your new necklace, try it on." In response to the Wilson case, Maria Miller, the UK's minister for culture, media and sport, said that social media sites like Tumblr need to remove "toxic" self-harm content.[46][47]

Corporate affairs

Tumblr's headquarters is on East 21st Street in New York City. The offices are on the 10th floor.

Tumblr's headquarters is at 35 East 21st Street in the Flatiron District in New York City's Silicon Alley.[2][48][49] The company also maintains a support office in Richmond, Virginia.[50] As of December 2014, Tumblr has 301 employees.[1] The company's logo is set in Bookman Old Style with some modifications.[51]

Funding

To date, Tumblr has received about $125 million of funding from investors.[52] The company has raised funding from Union Square Ventures, Spark Capital, Martín Varsavsky, John Borthwick (Betaworks), Krum Capital, Fred Seibert, and Sequoia Capital (among other investors).[53][54]

In its first round of funding in October 2007, Tumblr raised $750,000 from Spark Capital and Union Square Ventures.[55] In December 2008, the company raised $4.5 million in Series B funding[56] and a further $5 million in April 2010.[57] In December 2010, Tumblr raised $30 million in Series D funding.[58] The company had a $800 million valuation in August 2011.[59] In September 2011, the company raised $85 million in a round of funding led by Greylock Partners and Insight Venture Partners.[60]

Revenue sources

In an interview with Nicole Lapin of Bloomberg West on September 7, 2012, David Karp said the site was monetized by advertising. Their first advertising launch started in May 2012 after 16 experimental campaigns.[61] Tumblr made $13 million in revenue in 2012 and hopes to make $100 million in 2013. Tumblr reportedly spent $25 million to fund operations in 2012.[52]

In 2013, Tumblr began allowing companies to pay to promote their own posts to a larger audience. Tumblr Head of Sales, Lee Brown, has quoted the average ad purchase on Tumblr to be nearly six figures.[62] Tumblr also generates revenue by selling themes to users to change the appearance of their blog.[63]

Criticism

Copyright violation

Tumblr has received criticism for copyright violations by participating bloggers;[64] however, Tumblr accepts Digital Millennium Copyright Act (DMCA) take-down notices.[65] Tumblr's visual appeal has made it ideal for photoblogs that often include copyrighted works from others that are re-published without payment.[42] Tumblr users can post unoriginal content by "Reblogging", a feature on Tumblr that allows users to re-post content taken from another blog onto their own blog.[64][66]

Security

Tumblr has been forced to manage spam and security problems. For example, a chain letter scam in May 2011 affected 130,000 users.[67]

On December 3, 2012, Tumblr was attacked by a cross-site scripting worm deployed by the Internet troll group Gay Nigger Association of America. The message encouraged users to harm themselves and criticized blogging in general.[68]

Recognition

See also

References

  1. ^ a b c d "Press Information". Tumblr. Retrieved December 1, 2014. 
  2. ^ a b c d Tumblr "About Us". Tumblr. Retrieved December 1, 2014. 
  3. ^ "Tumblr.com Site Info".  
  4. ^ Boutin, Paul (March 13, 2009). "Tumblr Makes Blogging Blissfully Easy". The New York Times. Retrieved March 26, 2009. 
  5. ^ "These 19 Social Networks Are Bigger Than Google+". Business Insider. Retrieved January 27, 2014. 
  6. ^ Yu, Roger (May 20, 2013). "Yahoo pledges 'not to screw up' Tumblr deal". USA Today. Retrieved May 20, 2013. 
  7. ^ "Yahoo takes big leap with $1.1B deal for Tumblr". Retrieved January 27, 2014. 
  8. ^ "Yahoo CEO Marissa Mayer Buys Tumblr–Her Boldest Move Yet". Retrieved May 21, 2013. 
  9. ^ "Yahoo! Acquires Tumblr for $1.1 Billion". Retrieved May 21, 2013. 
  10. ^ "Tumblr. + Yahoo! -- It's Officially Official. | Yahoo!". Yahoo!. Retrieved June 20, 2013. 
  11. ^ Karp, David; Alexandria, Julie (May 27, 2008). David Karp and Tumblr (Video).  
  12. ^ Tumblr: David Karp's $800 Million Art Project" Forbes, January 2, 2013""". Forbes.com. April 18, 2012. Retrieved April 17, 2013. 
  13. ^ Davis, Sammy (August 27, 2008). "So What Do You Do, David Karp, Founder of Tumblr?".  
  14. ^  
  15. ^ Karp, David (December 12, 2011). David Karp: When It All Came Together (Video).  
  16. ^ Karp, David (February 19, 2007). "Tumblr – something we've always wanted". Davidville. Archived from the original on February 24, 2013. Retrieved February 24, 2013. 
  17. ^ Ingram, Matthew (August 25, 2010). "Google VC, Tumblr CEO Among the Top Innovators Under 35".  
  18. ^ Frommer, Dan (September 21, 2010). "Tumblr CTO Steps Down To Focus on Instapaper, Independent Career".  
  19. ^ Delo, Cotton (June 8, 2012). "Tumblr Unveils First Major Brand Campaign for Adidas".  
  20. ^ Yahoo to buy Tumblr for $1.1 billion: Report, CNN.com. Retrieved May 21, 2013.
  21. ^ "Yahoo's Board Approves $1.1 Billion Purchase of Tumblr". Business Insider. Retrieved May 19, 2013. 
  22. ^ Lunden, Ingrid. "Hell No, Tumblr Users Won't Go To Yahoo!". Techcrunch. Retrieved May 20, 2013. 
  23. ^  
  24. ^ "Yahoo! to Acquire Tumblr" (Press release).  
  25. ^ "Cumulative total of Tumblr posts between May 2011 and April 2013 (in billions)". Statista. Retrieved May 21, 2013. 
  26. ^ a b "Tumblr Help: Posts". Tumblr.com. Retrieved January 27, 2014. 
  27. ^ Van Grove, Jennifer (February 25, 2009). "Tumblr Rebrands Tumblerette and Releases Free iPhone App". Retrieved March 22, 2011. 
  28. ^ "Tumblerette is now the official Tumblr iPhone App! (and it's free!)". February 25, 2009. Retrieved March 22, 2011. 
  29. ^ Perez, Sarah (June 21, 2012). "Better, Stronger, Faster: Tumblr 3.0 For iPhone Has Arrived".  
  30. ^ Kerr, Dara (April 8, 2013). "Tumblr rolls out its newfangled Android app".  
  31. ^ Welch, Chris (April 23, 2013). "Tumblr comes to Windows Phone with lock screen, live tile enhancements".  
  32. ^ Tibken, Shara (May 16, 2013). "Google: Check out our new Glassware like Tumblr".  
  33. ^ Weber, Harrison (May 7, 2012). "Tumblr's editorial hires lead to "Storyboard," a hub to feature creative users".  
  34. ^ Faircloth, Kelly (April 9, 2013). "'"Tumblr Kills Storyboard; Editorial Employees Will Be 'Moving On.  
  35. ^ MacMillan, Douglas (May 19, 2013). "Yahoo's board approves $1.1 billion purchase of Tumblr, WSJ says". The Washington Post. Retrieved May 20, 2013. 
  36. ^ Dumenco, Simon (December 13, 2011). "AddThis: Facebook Makes Up 52% of Sharing on the Web".  
  37. ^ Lipsman, Andrew (August 30, 2011). "Tumblr Defies its Name as User Growth Accelerates".  
  38. ^ Kafka, Peter (May 18, 2013). "Why Yahoo Doesn't Think Tumblr Has a Porn Problem".  
  39. ^ de la Merced, Michael J.; Bilton, Nick; Perlroth, Nicole (May 19, 2013). "Yahoo to Buy Tumblr for $1.1 Billion".  
  40. ^ Farber, Dan (June 15, 2012). "Tumblr for iOS launching next week".  
  41. ^ Brustein, Joshua (May 17, 2013). "If Yahoo Buys Tumblr, What Will It Do With All That Porn?".  
  42. ^ a b Edwards, Jim (September 12, 2011). "Why Tumblr Must Kill What Made it Big: Porn and Copyright Violations". CBSNews.com. Retrieved March 28, 2013. 
  43. ^ "Tumblr Staff". Tumblr. July 19, 2013. Retrieved January 26, 2014. 
  44. ^ Christina Warren (July 20, 2013). "Tumblr Starts Hiding Porn From Search and Tag Pages". Mashable. Mashable. Retrieved July 21, 2013. 
  45. ^ "A New Policy Against Self-Harm Blogs". Tumblr Staff Blog. February 23, 2012. Retrieved January 27, 2014. 
  46. ^ "'"Maria Miller: Time for a crackdown on social media 'poison. The Telegraph. January 27, 2014. Retrieved January 27, 2014. 
  47. ^ Hern, Alex (January 27, 2014). "Social networks to face government grilling over suicide content". The Guardian. Retrieved January 27, 2014. 
  48. ^ Goodman, Daniel (January 12, 2012). "Tumblr Office Tour". Business Insider. Retrieved June 10, 2013. 
  49. ^ McGeehan, Patrick (May 9, 2012). "Technology Industry Seen Growing Fastest in New York". New York Times. 
  50. ^ Cocke, Annie; Tatti, Katelyn (March 30, 2012). "Tumblr grows rapidly, moves to larger Richmond office".  
  51. ^ Coles, Stephen (December 3, 2013). "Tumblr Logo, 2007–2013". Fonts in Use. Archived from the original on February 8, 2014. Retrieved February 8, 2014. 
  52. ^ a b Edwards, Jim. "Here's Tumblr's Total Revenue For 2012 – And How It Will Make A Profit in 2013". Busiess Insider. Retrieved March 21, 2013. 
  53. ^ "Best Young Tech Entrepreneurs 2009". Retrieved June 25, 2009. 
  54. ^ Anthony Ha, VentureBeat. "Blog startup Tumblr goes bi-coastal with Sequoia Investment." November 12, 2010.
  55. ^ Marshall, Matt (October 22, 2007). "Roundup: Brightroll, Tumblr, Collective, Veeker, MobileEye, all raise cash".  
  56. ^ Kafka, Peter (December 11, 2008). "Who Said Web 2.0 Was R.I.P.? Microblog Tumblr Raises $4.5 Million, Expectations.".  
  57. ^ Kafka, Peter (April 20, 2010). "Tumblr Raises Another $5 Million From Spark and Union Square. Now It Wants Your Money.".  
  58. ^ Lynley, Matthew (December 17, 2010). "Tumblr brings in $30M despite stability woes".  
  59. ^ Ludwig, Sean (August 26, 2011). "Tumblr on verge of raising up to $100M with massive $800M valuation".  
  60. ^ Ludwig, Sean (September 26, 2011). "Tumblr grabs another $85M in fresh funding".  
  61. ^ Lapin, Nicole (September 5, 2012). Tumblr Has 'Ways to Go' Before IPO, CEO Says" 9-5-12""". Bloomberg West. Retrieved December 13, 2012. 
  62. ^ Frier, Sarah. "Tumblr to Introduce Mobile Advertising to Help Achieve Profit". Bloomberg. Retrieved March 21, 2013. 
  63. ^ "Tumblr Themes". 
  64. ^ a b Edwards, Jim. "Why Tumblr Needs Adult Supervision Right Now". Business Insider. 
  65. ^ "DMCA Copyright Notifications". Tumblr. Retrieved May 20, 2013. 
  66. ^ "Tumblr: A New Way of Blogging". Retrieved March 21, 2013. 
  67. ^ Leyden, John (May 17, 2011). "Tumblr bloggrs ensnared in chain-spam scam". The Register. Retrieved May 19, 2013. 
  68. ^ "Massive worm hits Tumblr, spams big blogs like USA today".  
  69. ^ "New York City Hot 125". Lead411.com. Retrieved December 24, 2011. 
  70. ^ a b c Hickman, Angela (August 9, 2011). "The Top 10 celebrities on Tumblr".  
  71. ^ "'"Behind the Occupy Wall Street slogan 'We Are the 99%. The Washington Independent. September 29, 2011. Retrieved December 24, 2011. 
  72. ^ Kain, E.D. (October 12, 2011). "Outside of Wonkland, 'We are the 99%' Is a Pretty Good Slogan". Forbes. Retrieved December 24, 2011. 
  73. ^ Bilton, Nick (October 24, 2011). "Obama Campaign Experiments With Tumblr for '12". New York Times. 

External links

  • Official website
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