Tumblr has has grown from 300 million to 400 million monthly visitors, according to the company’s internal numbers, and has nearly doubled its number of user-generated blogs since the acquisition. The kind of growth is vital.
For all the talk about the importance of maintaining a rich community of arty, self-styled bloggers, the acquisition was still a business deal. And the strategy may very well be working: Gatorade, BMW, Mini Cooper, Degree and MasterCard are some of the brands that have become ad-buying Tumblr customers in recent weeks.
"I think it is the platform of the future for us," [Ned Brody] said. "And we believe it should be the platform of the future for any publisher or brand."