Friday, we talked about Yahoo!’s new partnership with Twitter. Today, USA Today reported that Yahoo! is purchasing Tumblr for $1.1 billion.
Here’s the kicker: Yahoo! CEO Marissa Mayer said, “We promise not to screw it up.”
That’s good news. It makes you wonder why she’d say that. People who have been following Yahoo! for a number of years realize it for what it is. Yahoo! executives know they have a problematic history of buying up Web properties and then screwing them up. Mayer’s comment is supposed to be reassurance to Tumblr fans that Yahoo! will accept the blogging site the way it is.
But a lot of them aren’t buying it.
Here’s my question. Assuming that Yahoo! makes good on its promise not to screw up Tumblr, how can this acquisition benefit Internet marketers?
That could happen any number of ways. Already, the company is discussing potential advertising opportunities via Tumblr bloggers agreeing to run ads on their blogs. There’s no definitive answer yet, but if that happens, then Tumblr itself could increase in value in terms of how it can benefit Internet marketers.
It also makes me wonder if Yahoo! has in mind using Twitter in any way within this relationship. Would Tumblr blogs run Twitter ads, by any chance? Or Yahoo! PPC ads?
All of these are unanswered questions, and it may be too soon to speculate. For now, let’s just hope Yahoo! makes good on its promise not to screw up Tumblr.