Marissa Mayer is doing a huge shakeup at Yahoo and Tumblr will never be the same
[ MATT ROSOFF AND MATT JOHNSTON | APR. 7, 2015 | via Business Insider ]
Yahoo is planning a big reorganization that will bring Tumblr more closely into the company, instead of allowing it to be run as a largely independent business unit.
The Information reports that CEO Marissa Mayer discussed the reorg last week at an offsite meeting for execs.
She has asked former Tumblr CEO David Karp which senior vice president within the company he would like to report to.
Mayer spent more than $1 billion on Tumblr in May 2013, but the division is unlikely to meet her stated goal of $100 million in revenue this year, according to The Information's report.
Tumblr might be brought under Simon Khalaf, who was the CEO of Flurry, a mobile analytics startup that Yahoo bought last year. He is reportedly being promoted to senior VP.
Also, mobile products leader Adam Cahan could take over video from Michael Kerns, who is reportedly considering taking a leave of absence. Cahan is a controversial figure at the company, according to reporting by Business Insider's Nicholas Carlson for his book on Yahoo, who says that some at the company consider him "difficult to get along with" and "quick to take credit for the work of others."
Mike Nudelman/Business Insider
Autonomous until now
Yahoo bought Tumblr in May 2013 for $1.1 billion. It was seen by many as Marissa Mayer's first big move at the helm of Yahoo.
Back then, Tumblr had just $13 million in revenue.
People who use Tumblr follow other Tumblrs through a "Dashboard." This works like Twitter or Facebook with other Tumblr blog posts flowing through a timeline. One would think that as Tumblr moves closer to Yahoo in this reorganization, ad revenue through Tumblr could become more of a priority.
Back in 2013 when Tumblr was acquired, Tumblr had raised $125 million in funding. The final round of funding reportedly valued the company at $800 million. It was looking for more funding when Yahoo stepped in and took it over.
However, to this point, Tumblr has operated relatively autonomous from the Yahoo mothership. Tumblr users haven't experienced a ton of change between Yahoo's purchase and now, but this new move hints at change.
Time will tell how the dynamic will play out within Yahoo as Tumblr draws closer.
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