Tumblr

Tumblr

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 19, 2007 (2007-02-19)[1]
Headquarters New York City, United States[2]
Founder(s) David Karp
Industry Microblogging, social networking service
Employees 376 (as of May 2016)[1]
Parent Yahoo!
Website tumblr.com
Alexa rank Decrease 46 (May 2016)[3]

Tumblr (stylized as tumblr.) is a microblogging platform and social networking website founded by David Karp in 2007, and owned by Yahoo! since 2013.[1] 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 May 1, 2016, Tumblr hosts over 292.7 million blogs.[2] As of January 2016, the website had 555 million monthly visitors.[6] The company's headquarters is in New York City.[2]

Yahoo! announced its intention to acquire Tumblr on May 20, 2013, for approximately $1.1 billion.[7][8][9][10] The deal closed on June 20, 2013.[11]

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).[12][13] 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.[14][15] Tumblr was launched in February 2007[16][17] and within two weeks, the service had gained 75,000 users.[18] Arment left the company in September 2010 to focus on Instapaper.[19]

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.[20]

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.[21][22] Many of Tumblr's users were unhappy with the news, causing some to start a petition, achieving nearly 170,000 signatures.[23] David Karp remained CEO and the deal was finalized on June 20, 2013.[24][25]

Features

Blog management

Mobile

With Tumblr's 2009 acquisition of Tumblerette, an iOS application created by Jeff Rock and Garrett Ross, the service launched its official iPhone app.[28][29] 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.[30] An app for Android is also available.[31] A Windows Phone app was released on April 23, 2013.[32] An app for Google Glass was released on May 16, 2013.[33]

Inbox and messaging

Tumblr blogs may optionally allow users to submit questions, either as themselves or anonymously, to the blog for a response. Tumblr also offered a "fan mail" function, allowing users to send messages to blogs that they follow.[34][35]

On November 10, 2015, Tumblr introduced an integrated instant messaging function, allowing users to chat between other Tumblr users. The feature is being rolled out in a "viral" manner; it was initially made available to a group of 1500 users; other users may receive access to the messaging system if they are sent a message by any user that has received access to the system itself. The messaging system only supports text-based conversations, although other features (such as group chat and image embeds) will be added in the future. The messaging platform will also replace the fan mail system, which has been deprecated.[36]

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.[37] In April 2013, Storyboard was shut down.[38]

Usage

An analysis by AddThis of shares through their service in 2011 noted that Tumblr sharing had increased by 1299.5%.[40]

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.[41]

Adult content

Tumblr is noted by technology journalists as having a sizable amount of pornographic content.[42] 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."[43] Karp revealed in June 2012 that between 2 and 4 percent of Tumblr's traffic is porn-related.[44] However, an analysis conducted by news and technology site TechCrunch has shown that over 22% of all traffic in and out of Tumblr is classified as pornography. In addition, a reported 16.45% of blogs on Tumblr exclusively contain porn.[45] 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.[46] Some porn bloggers earn money by referring traffic to adult businesses through referrals and widgets.[47]

As of July 20, 2013, policy updates enacted by Tumblr mean that pages classified as "NSFW" (not safe for work) 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.[48] 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.[49]

In February 2016, the Indonesian government temporarily blocked access to Tumblr within the country because the site hosts pages that carried porn. The government shortly reversed it decision to block the site and said it had asked Tumblr to self-censor its pornographic content.[50]

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).[51]

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.[52][53]

Searching terms like "depression", "anxiety", and "suicide" on Tumblr now brings up a PSA page directing the user to resources like the national suicide lifeline, and 7 Cups of Tea; as well as an option to continue to the search results.[54]

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][55][56] The company also maintains a support office in Richmond, Virginia.[57] As of May 1, 2016, Tumblr has 376 employees.[1] The company's logo is set in Bookman Old Style with some modifications.[58]

Funding

To date, Tumblr has received about $125 million of funding from investors.[59] The company has raised funding from Union Square Ventures, Spark Capital, Martín Varsavsky, John Borthwick (Betaworks), Fred Seibert, Krum Capital, and Sequoia Capital (among other investors).[60][61][62]

In its first round of funding in October 2007, Tumblr raised $750,000 from Spark Capital and Union Square Ventures.[63] In December 2008, the company raised $4.5 million in Series B funding[64] and a further $5 million in April 2010.[65] In December 2010, Tumblr raised $30 million in Series D funding.[66] The company had a $800 million valuation in August 2011.[67] In September 2011, the company raised $85 million in a round of funding led by Greylock Partners and Insight Venture Partners.[68]

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.[69] 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.[59]

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.[70] Tumblr also generates revenue by selling themes to users to change the appearance of their blog.[71]

Criticism

Copyright violation

Tumblr has received criticism for copyright violations by participating bloggers;[72] however, Tumblr accepts Digital Millennium Copyright Act (DMCA) take-down notices.[73] Tumblr's visual appeal has made it ideal for photoblogs that often include copyrighted works from others that are re-published without payment.[47] 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.[72][74]

Security

Tumblr has been forced to manage spam and security problems. For example, a chain letter scam in May 2011 affected 130,000 users.[75]

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 urged users to harm themselves and criticized blogging in general.[76]

User interface changes

In 2015, Tumblr faced criticism by users for changes to its reblog mechanisms. In July 2015, the system was modified so that users cannot remove or edit individual comments by other users when reblogging a post; existing comments can only be removed all at once. Tumblr staff argued that the change was intended to combat "misattribution". In September 2015, Tumblr changed how threads of comments on reblogged posts are displayed; rather than a nested view with indentations for each post, all reblogs are now shown in a flat view, and user avatars were also added. The change was intended to improve the legibility of reblogs, especially on mobile platforms, and complements the inability to edit existing comments. Although some users had requested such a change to combat posts made illegible by extremely large numbers of comments on a reblogged post, the majority of users (even those who had requested such a change) criticized the new format. The Verge was also critical of the changes, noting that it was cleaner, but made the site lose its "nostalgic charm".[77][78] As of 2016, numerous Browser extensions have been created to try and combat or circumvent these changes.

Recognition

See also

References

  1. 1 2 3 4 5 "Press Information". Tumblr. Retrieved May 1, 2016.
  2. 1 2 3 4 5 "About Us". Tumblr. Retrieved May 1, 2016.
  3. ↑ "Tumblr.com Site Info". Alexa Internet. Retrieved May 1, 2016.
  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. ↑ "tumblr.com Site Overview". www.alexa.com. Retrieved January 5, 2016.
  7. ↑ Yu, Roger (May 20, 2013). "Yahoo pledges 'not to screw up' Tumblr deal". USA Today. Retrieved May 20, 2013.
  8. ↑ "Yahoo takes big leap with $1.1B deal for Tumblr". Retrieved January 27, 2014.
  9. ↑ "Yahoo CEO Marissa Mayer Buys Tumblr–Her Boldest Move Yet". Retrieved May 21, 2013.
  10. ↑ "Yahoo! Acquires Tumblr for $1.1 Billion". Retrieved May 21, 2013.
  11. ↑ "Tumblr. + Yahoo! – It's Officially Official. | Yahoo!". Yahoo!. Retrieved June 20, 2013.
  12. ↑ Karp, David; Alexandria, Julie (May 27, 2008). David Karp and Tumblr (Video). Wallstrip. Event occurs at 1:30. Retrieved February 24, 2013. Sometime in 2006, we had a couple of weeks between contracts and said 'Let's see what we can do, let's see if we can built this thing', and we threw together the first working version of Tumblr.
  13. ↑ ""Tumblr: David Karp's $800 Million Art Project" Forbes, January 2, 2013". Forbes.com. April 18, 2012. Retrieved April 17, 2013.
  14. ↑ Davis, Sammy (August 27, 2008). "So What Do You Do, David Karp, Founder of Tumblr?". Mediabistro.com. Archived from the original on January 2, 2013. Retrieved January 2, 2013.
  15. ↑ Shafrir, Doree (January 15, 2008). "Would You Take a Tumblr With This Man?". The New York Observer. Archived from the original on January 2, 2013. Retrieved January 2, 2013.
  16. ↑ Karp, David (December 12, 2011). David Karp: When It All Came Together (Video). Fast Company. Event occurs at 1:03. Retrieved February 24, 2013. Over the next few months, we kind of pieced together what became the first version of Tumblr which launched in February 2007.
  17. ↑ Karp, David (February 19, 2007). "Tumblr – something we've always wanted". Davidville. Archived from the original on February 24, 2013. Retrieved February 24, 2013.
  18. ↑ Ingram, Matthew (August 25, 2010). "Google VC, Tumblr CEO Among the Top Innovators Under 35". GigaOM. Giga Omni Media. Archived from the original on January 2, 2013. Retrieved January 2, 2013.
  19. ↑ Frommer, Dan (September 21, 2010). "Tumblr CTO Steps Down To Focus on Instapaper, Independent Career". Business Insider. Retrieved February 24, 2013.
  20. ↑ Delo, Cotton (June 8, 2012). "Tumblr Unveils First Major Brand Campaign for Adidas". Advertising Age. Crain Communications. Archived from the original on July 18, 2012. Retrieved July 18, 2012.
  21. ↑ Yahoo to buy Tumblr for $1.1 billion: Report, CNN.com. Retrieved May 21, 2013.
  22. ↑ "Yahoo's Board Approves $1.1 Billion Purchase of Tumblr". Business Insider. Retrieved May 19, 2013.
  23. ↑ Lunden, Ingrid. "Hell No, Tumblr Users Won't Go To Yahoo!". Techcrunch. Retrieved May 20, 2013.
  24. ↑ Mayer, Marissa (May 20, 2013). "Tumblr. + Yahoo! = !!". Retrieved May 20, 2013.
  25. ↑ "Yahoo! to Acquire Tumblr" (Press release). Yahoo!. May 20, 2013. Retrieved May 20, 2013.
  26. ↑ "Cumulative total of Tumblr posts between May 2011 and April 2013 (in billions)". Statista. Retrieved May 21, 2013.
  27. 1 2 "Tumblr Help: Posts". Tumblr.com. Retrieved January 27, 2014.
  28. ↑ Van Grove, Jennifer (February 25, 2009). "Tumblr Rebrands Tumblerette and Releases Free iPhone App". Retrieved March 22, 2011.
  29. ↑ "Tumblerette is now the official Tumblr iPhone App! (and it's free!)". February 25, 2009. Retrieved March 22, 2011.
  30. ↑ Perez, Sarah (June 21, 2012). "Better, Stronger, Faster: Tumblr 3.0 For iPhone Has Arrived". TechCrunch. Archived from the original on July 18, 2012. Retrieved July 18, 2012.
  31. ↑ Kerr, Dara (April 8, 2013). "Tumblr rolls out its newfangled Android app". CNET. Archived from the original on April 24, 2013. Retrieved April 24, 2013.
  32. ↑ Welch, Chris (April 23, 2013). "Tumblr comes to Windows Phone with lock screen, live tile enhancements". The Verge. Archived from the original on April 24, 2013. Retrieved April 24, 2013.
  33. ↑ Tibken, Shara (May 16, 2013). "Google: Check out our new Glassware like Tumblr". CNET (CBS Interactive). Archived from the original on May 17, 2013. Retrieved May 17, 2013.
  34. ↑ "Tumblr releases Fan Mail for private messaging". VentureBeat. Retrieved November 11, 2015.
  35. ↑ "Tumblr Rolls Out Instant Messaging On Both Web And Mobile". TechCrunch. AOL. Retrieved November 11, 2015.
  36. ↑ "Tumblr launches instant messaging on Android, iOS, and the web". The Verge. Vox Media. November 10, 2015. Retrieved November 11, 2015.
  37. ↑ Weber, Harrison (May 7, 2012). "Tumblr's editorial hires lead to "Storyboard," a hub to feature creative users". The Next Web. Archived from the original on April 13, 2013. Retrieved April 13, 2013.
  38. ↑ Faircloth, Kelly (April 9, 2013). "Tumblr Kills Storyboard; Editorial Employees Will Be 'Moving On'". Betabeat. Archived from the original on April 13, 2013. Retrieved April 13, 2013.
  39. ↑ MacMillan, Douglas (May 19, 2013). "Yahoo's board approves $1.1 billion purchase of Tumblr, WSJ says". The Washington Post. Retrieved May 20, 2013.
  40. ↑ Dumenco, Simon (December 13, 2011). "AddThis: Facebook Makes Up 52% of Sharing on the Web". Advertising Age. Archived from the original on December 15, 2011. Retrieved December 15, 2011.
  41. ↑ Lipsman, Andrew (August 30, 2011). "Tumblr Defies its Name as User Growth Accelerates". comScore. Archived from the original on January 6, 2012. Retrieved January 6, 2012.
  42. ↑ Kafka, Peter (May 18, 2013). "Why Yahoo Doesn't Think Tumblr Has a Porn Problem". All Things Digital. Archived from the original on June 16, 2013. Retrieved June 16, 2013.
  43. ↑ de la Merced, Michael J.; Bilton, Nick; Perlroth, Nicole (May 19, 2013). "Yahoo to Buy Tumblr for $1.1 Billion". The New York Times (The New York Times Company). p. A1. Archived from the original on June 16, 2013. Retrieved June 16, 2013.
  44. ↑ Farber, Dan (June 15, 2012). "Tumblr for iOS launching next week". CNET. CBS Interactive. Archived from the original on June 16, 2013. Retrieved June 16, 2013.
  45. ↑ "Tumblr's Adult Fare Accounts For 11.4% Of Site's Top 200K Domains, Adult Sites Are Leading Category Of Referrals". TechCrunch. May 20, 2013.
  46. ↑ Brustein, Joshua (May 17, 2013). "If Yahoo Buys Tumblr, What Will It Do With All That Porn?". Bloomberg Businessweek. Bloomberg L.P. Archived from the original on June 16, 2013. Retrieved June 16, 2013.
  47. 1 2 Edwards, Jim (September 12, 2011). "Why Tumblr Must Kill What Made it Big: Porn and Copyright Violations". CBSNews.com. Retrieved March 28, 2013.
  48. ↑ "Tumblr Staff". Tumblr. July 19, 2013. Retrieved January 26, 2014.
  49. ↑ Christina Warren (July 20, 2013). "Tumblr Starts Hiding Porn From Search and Tag Pages". Mashable. Mashable. Retrieved July 21, 2013.
  50. ↑ Ho, Victoria (February 18, 2016). "Indonesia reverses Tumblr ban, for now". Mashable. Archived from the original on February 29, 2016. Retrieved February 29, 2016.
  51. ↑ "A New Policy Against Self-Harm Blogs". Tumblr Staff Blog. February 23, 2012. Retrieved January 27, 2014.
  52. ↑ "Maria Miller: Time for a crackdown on social media 'poison'". The Telegraph. January 27, 2014. Retrieved January 27, 2014.
  53. ↑ Hern, Alex (January 27, 2014). "Social networks to face government grilling over suicide content". The Guardian. Retrieved January 27, 2014.
  54. ↑ "Everything okay?". Tumblr. Retrieved August 30, 2015.
  55. ↑ Goodman, Daniel (January 12, 2012). "Tumblr Office Tour". Business Insider. Retrieved June 10, 2013.
  56. ↑ McGeehan, Patrick (May 9, 2012). "Technology Industry Seen Growing Fastest in New York". New York Times.
  57. ↑ Cocke, Annie; Tatti, Katelyn (March 30, 2012). "Tumblr grows rapidly, moves to larger Richmond office". WTVR-TV. Archived from the original on February 8, 2014. Retrieved February 8, 2014.
  58. ↑ Coles, Stephen (December 3, 2013). "Tumblr Logo, 2007–2013". Fonts in Use. Archived from the original on February 8, 2014. Retrieved February 8, 2014.
  59. 1 2 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.
  60. ↑ "Best Young Tech Entrepreneurs 2009". Retrieved June 25, 2009.
  61. ↑ Anthony Ha, VentureBeat. "Blog startup Tumblr goes bi-coastal with Sequoia Investment." November 12, 2010.
  62. ↑ Dans, Enrique (May 19, 2013). "David Karp y Tumblr: el momento de la verdad". Archived from the original on September 19, 2015. Retrieved September 19, 2015.
  63. ↑ Marshall, Matt (October 22, 2007). "Roundup: Brightroll, Tumblr, Collective, Veeker, MobileEye, all raise cash". VentureBeat. Archived from the original on May 20, 2013. Retrieved May 20, 2013.
  64. ↑ Kafka, Peter (December 11, 2008). "Who Said Web 2.0 Was R.I.P.? Microblog Tumblr Raises $4.5 Million, Expectations.". All Things Digital. Dow Jones & Company. Archived from the original on May 20, 2013. Retrieved May 20, 2013.
  65. ↑ Kafka, Peter (April 20, 2010). "Tumblr Raises Another $5 Million From Spark and Union Square. Now It Wants Your Money.". All Things Digital. Dow Jones & Company. Archived from the original on May 20, 2013. Retrieved May 20, 2013.
  66. ↑ Lynley, Matthew (December 17, 2010). "Tumblr brings in $30M despite stability woes". VentureBeat. Archived from the original on May 20, 2013. Retrieved May 20, 2013.
  67. ↑ Ludwig, Sean (August 26, 2011). "Tumblr on verge of raising up to $100M with massive $800M valuation". VentureBeat. Archived from the original on January 6, 2012. Retrieved January 6, 2012.
  68. ↑ Ludwig, Sean (September 26, 2011). "Tumblr grabs another $85M in fresh funding". VentureBeat. Archived from the original on January 6, 2012. Retrieved January 6, 2012.
  69. ↑ Lapin, Nicole (September 5, 2012). ""Tumblr Has 'Ways to Go' Before IPO, CEO Says" 9-5-12". Bloomberg West. Retrieved December 13, 2012.
  70. ↑ Frier, Sarah. "Tumblr to Introduce Mobile Advertising to Help Achieve Profit". Bloomberg. Retrieved March 21, 2013.
  71. ↑ "Tumblr Themes".
  72. 1 2 Edwards, Jim. "Why Tumblr Needs Adult Supervision Right Now". Business Insider.
  73. ↑ "DMCA Copyright Notifications". Tumblr. Retrieved May 20, 2013.
  74. ↑ "Tumblr: A New Way of Blogging". Retrieved March 21, 2013.
  75. ↑ Leyden, John (May 17, 2011). "Tumblr bloggrs ensnared in chain-spam scam". The Register. Retrieved May 19, 2013.
  76. ↑ "Massive worm hits Tumblr, spams big blogs like USA today". CNET. December 3, 2012. Retrieved March 30, 2013.
  77. ↑ "Tumblr users are not happy about the site's new redesign". The Daily Dot. Retrieved September 7, 2015.
  78. ↑ "Tumblr reblogs just got a lot cleaner, and a little less charming". The Verge. Retrieved September 7, 2015.
  79. ↑ "New York City Hot 125". Lead411.com. Retrieved December 24, 2011.
  80. 1 2 3 Hickman, Angela (August 9, 2011). "The Top 10 celebrities on Tumblr". National Post. Archived from the original on January 6, 2012. Retrieved January 6, 2012.
  81. ↑ "Behind the Occupy Wall Street slogan 'We Are the 99%'". The Washington Independent. September 29, 2011. Retrieved December 24, 2011.
  82. ↑ Kain, E.D. (October 12, 2011). "Outside of Wonkland, 'We are the 99%' Is a Pretty Good Slogan". Forbes. Retrieved December 24, 2011.
  83. ↑ Bilton, Nick (October 24, 2011). "Obama Campaign Experiments With Tumblr for '12". New York Times.

External links

Wikimedia Commons has media related to Tumblr.
This article is issued from Wikipedia - version of the Sunday, May 01, 2016. The text is available under the Creative Commons Attribution/Share Alike but additional terms may apply for the media files.