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In August 2019, Tumblr was acquired by WordPress parent Automattic for a reported $3 million, a huge discount to the $1.1 billion Yahoo bought the company for in 2013.
The story went that the blogging platform lost its mid-aughts glory and a chunk of its audience, especially when banning porn on the site in 2018. One headline at the time of Automattic’s acquisition read: “13 things that are worth more than Tumblr’s $3 million price, from an empty lot in San Francisco to a two-bedroom luxury apartment in New York City.”
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