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Exclusive: automattic ceo matt mullenweg talks about what's coming for tumblrExclusive: automattic ceo matt mullenweg talks about what's coming for tumblr *+-*>The return of the blog, ai *** is possible! From nilay patel, editor-in-chief of verge, host of the decoder podcast, and co-host of the vergecast. It has been a long and winding road for tumblr, the blog site that launched a thousand writing careers. It was sold by yahoo for 1.1 billion usd in 2013, and faded in the end when yahoo sold itself to aol, aol sold itself to verizon, and verizon realized that it was, of course, a telephone company. Despite all this, the site's fierce community held on to it: taylor swift remains the favorite social online space and various fandoms live there. Verizon sold tumblr for three million dollars. Week, which is far from the billion-dollar valuation, then sooner or later he had. However, to verizon's credit, it has decided to sell tumblr to automattic, the company behind wordpress, the publishing platform that powers about 34 percent of the world's resources. Automattic ceo matt mullenweg thinks tumblr has a great future. Specifically intends for the platform to bring back the best of old school blogging, reimagine it for a variety of gadgets, and connect with the still vibrant tumblr community that is hiring all 200 tumblr employees to build that future. It's a necessary exciting vision for tumblr in recent years. Matt joined verge reporter julia alexander and myself in a prepared edition of the vergecast interview to talk about the deal, in regards to how it came to be, and many of automattic's plans for tumblr. What it looks like, and whether tumblr can become a free source project like wordpress itself. (“That would be great,” matt said.) Oh, and a strict ban on — rollers. The vergecast / The verge... And your world's premier podcast. This interview has been shortened and edited for clarity. Nilai patel: how's the deal took place? Did verizon call you? Did they send you a samsung 5g phone with a note on the monitor? Matt mullenweg: that would be great. I've been a tumblr fan for a long time. I have actually been using it since the beginning. Wordpress had some features definitely inspired by tumblr throughoutthroughoutthroughoutthroughoutthroughoutthroughoutthroughoutthrou ghoutthroughoutthroughoutthroughout throughoutthroughoutthroughoutoverthroughout centuries and i was upset when it was sold by yahoo which was in 2013. For $1.1 billion. $1.1 billion. And i became very happy for the team. And i felt a little relieved as a competitor because tumblr was so cool and yahoo wasn't cool at the time. But in connection with this deal, you are aware that, i believe, verizon contacted various people, and also received many customers, where as a note about the sale of tumblr leaked into the wall street journal more than one month ago. So i know there's been a ton of incoming, lots of great applicants. I'm very happy that they chose automattic as their home because i really think we're a better field than tumblr in terms of food, what our company does, what our company is passionate about, what the teams are already doing. Wordpress.Com and then tumblr overlap in many ways. I'm very happy that it's all over. It was a complex process. I want to chat about choosing tumblr, however the purchase cost was reportedly $3 million. Can you confirm that? I love that the viewer is all asking the same questions. This is a question, so a) i think i must and b) this is a fairly sharp drop in value. So i'm curious if you can discuss it. Of course. We put verizon back on all the details there. It is up to them to decide what to disclose and what not. I can speak in more general terms. I just made a blog post about it. Verizon is a company with more than $120 billion in revenue. They got tumblr through yahoo, which then merged with aol, became oath, was bought, became verizon media. It's something they inherited a few levels down. Their main priority was not trying to maximize the purchase price. Maybe even a corporate reason for lowering the purchase price due to taxes or something. They really searched and you are interested in the best house. This is where we did our best to optimize the deal, especially from the position of attracting almost 200 people. We accept them all. I know some details of some participants in the process.You know our experts didn't intend to keep a significant portion of the team, if they planned at all. We've been more of a berkshire hathaway approach: we really want to convert the management team, get what worked well, what is tumblr's commitment, and grow from there. Related Verizon sells tumblr to wordpress ownermost people listening to shows like you don't really often find yourself in a situation where you go out and buy a legendary internet property. Describe what the experience was like. In fact, people send us stuff all the time, so we review at least a few acquisitions a week. A huge number of which don't fit. They had a deck. We went up and met with the management team and three people working in verizon media and verizon. I had verizon contacts that i pinged separately. Then there was a process of prudence to try to find out how to get as much data about events in the business world as correct. You are talking about possible consequences. You calmly figure out what works best for both sides. We always treat transactions from a position of mutual benefit. What i like to do is to be aware of what stimulates the other direction, and what under it is most important, and then try to find the intersection, the intersection of the venn diagram of what subtleties you can perform and what is important to you. So you've been the most involved in verizon or maybe tumblr? Actually, that's a good question. Both. We've both interacted with the tumblr kids and verizon is running the process. They have very experienced corporate development people, lawyers, and all that. Verizon? Lawyers? I don't believe it. I will say that their lawyers are very good. Many of the deals that were made were just ahh! The automattic team is extremely small but fast-paced and we are high, the bulk of the work has been done to bring this moment to pass. There was an exclusive period, then a deadline and our employees all signed on sunday. So, the deal is closed? Tumblr is the chinese auto industry now owned by automattic? We are all subscribed. I believe the terminology is that the deal is "undisputedly abiding by the usual closing conditions". So it would be appropriate... Let's say a few months to actually reschedule everything. But now we are all signed and agreed, so in fact, 99 percent of the way is done. That's it. What do you want to do with it? One of the things that really surprised me is that i thought - like many people do - that tumblr was kind of dead due to a lot of corporate parents. And then actually being able to see some of the numbers, even some of the numbers as soon as they changed the adult content policy. I thought, "wow, there's a lot more here." We can talk about the numbers used after closing, because i think they're definitely extremely important. Interesting. However, as i said, it hasn't really been translated yet, so i don't want to speak out of turn. But there is a huge involvement. People who love tumblr use it a lot. They have more daily active users than wordpress.Com has monthly active users. They really hacked a lot of the social aspects. "They have more repeat users in a day than wordpress.Com has repeat visitors in a month." from the point of view of what we want to do, i'm also impressed with the team, the people who are still out there and working on tumblr are really passionate about their community, so can bring this suggestion. I am aware that they have a lot of appliances in place, that they intend to launch and package - some of them are even fully built - that while the given procedure was going on, there was no point in adding quality devices that would change your service. This is a very innovative team. Tumblr pioneered substantially what would later appear on twitter, instagram, wordpress and many other places. So it's been a very creative team no matter the time, and i'm really sincerely looking forward to it. I think we're still the parent company, but we're quite friendly and we're blogging , innovation, publishing communities. So i would like tumblr to be a social alternative. It's in line with automattic's values of privacy, free speech and publishing, but it has the fun and friendliness of some of the other networks we use, but without destroying democracy... Oh, i don't know what viewers want. Call it. I think you want to call it facebook. Is this your goal? Go directly to facebook and twitter from tumblr? No, not at all. I think that we have different models at all times.Advertising is exactly the fact, the materials that we are going to explore. We definitely want to increase tumblr's revenue. Now they are burning a lot of money. However, in the long run, i would say that i am also extremely interested in experimenting with updates. Wordpress.Com has been a constant model for innovation. The mentioned is free: use it for free, and after that it is possible to buy plans from 40 to 450 dollars a year to get services. I'm interested in including money for money, like some of the online commerce features we're designing with woocommerce, memberships, etc. That i think the tumblr community will be very interested in. It means there's too much to discover. Julia alexander: the tumblr community watched for yahoo and verizon executives to come in and try to grow something they didn't understand by the way. For example, recently the head of yahoo said that tumblr is the next pdf file. This is the biggest joke in the community today. You are the new corporate overlord. How are you willing to prove that you know what tumblr really is and how much risk it has to be so that the ladies don't feel more alienated, what are the heroes already? If third were nervous right there i would just say study the 14 year history of automattic or the 16 year history of wordpress. We've had a lot of experience dealing with these things, in particular building a lot of trust in the open source community, which by the way is also usually very skeptical of any organization at all. But really i would like the players to judge the "sea of everything" by our actions over the next 18 months. Call it two months to close. Integration, data and server migration, and any other such things will take more than one month. But later, after these formalities, we should really look at the fact that is revealed and for the last analysis, all this is what i want to be judged all the time: by the actions we have created. Nilai patel: apparently verizon decided that adult gaming was out. Last night you ordered on twitter: "if many want big political change here, put pressure on the apple and google app stores, no one else has any leverage." What were you hoping to find? That's a pretty neat question. Every level of tech policy is involved in this conversation. Yes . And some people have a saying: “well, what should you be in the app store? Just install the web version." But they are really apps and i think tumblr is in the top 30 or 40 best apps in the social media category. Often this is the first couple of hundred on earth. So their app is an important part of how people interact with it. And i don't know if you've ever gone through the process of testing an app; we even met the one mentioned on wordpress. The side effects will turn out to be fumbling ***. Their creativity does not mean that it can be on the first page or at design. They are really looking for it. And if they find something, anyone can be removed. "App stores can be fickle". And by the way, this is arbitrary. Maybe the one you launched a year ago is now saying it's banned. App stores can be fickle. Not capricious, however, at times it seems a bit arbitrary. To be honest, i think that in order to be there, if you want to stay on the app store, you want to try and play with what they support. More facts and more frustration one that i think affects all places where user-generated content is posted is that almost everyone hasn't said in a long time, "hey, if it's the first amendment, in case it's not illegal, if we never get a legal order take it down, we are very happy to accept and promote it.” After which anyone understands, “well, there is a huge amount of things that are not illegal that you, it turns out, do not want to distribute anywhere else.” When you talk about adult content on tumblr and the changes they've made, it's really like four or five issues mixed in there. There was definitely spam. I was a more active tumblr user eight or nine years ago, and when i went back to check it out, my feed was full of nude photos that linked to a spam site. There wasn't one that i didn't stay subscribed to, but it was a tumblog that was taken over by spammers who posted messages five times an hour advertising some chat site. Spam, almost. There are many in-between blacks, and i definitely want to know more.There were a lot of different communities on tumblr and some of the babies were thrown away with some water from the plumbing, so with any policy, algorithm, artificial intelligence or anything that does filtering, you want to develop it and make sure that the user you're blocking what you say you want to block as a student, and you're not intercepting legitimate content. You can do this online. You could change the video policy and make it perhaps less restrictive. But in an app, would you always be stuck inside the food that apple and google are after? The question is: “how do reddit and twitter get away with it? Because everyone has a ton of adult content." I don't know. I'm actually curious. "A really thriving home for adult content would probably be better suited for a production or a website that's all about it" I believe there is a setting using reddit services, but you often do it on the web, but as soon as you turn it off, will you be provided with more raw 18+ in the application? But i'm wondering if this only works because apple didn't notice it, or if it's really allowed by their policy. I don't know. I will say that using the services of the whole really thriving home for adult content is probably best suited for a company or resource that is one hundred percent dedicated to it. I know that after the policy change in december, a lot of resources have formed, given the above, i mean that it can be a promising future than almost, in which situations there can be a gray line or changing policy. Wordpress is a huge portal for fork creators. As you said, such a bike clearly has a monetization model for every taste. Entire mass press publications are put on wordpress and individuals use wordpress. Do you expect this kind of scale for tumblr, or do you expect help to be more social? The main user experience will be this social network. But there is no reason why vip users as well as true high end wordpress users should not connect to said social network and really nice integration. One of the things that facebook did after cambridge analytica, it was they who practically removed all their api publications. So before users had the ability to post to wordpress and our company automatically posted to tumblr, twitter, linkedin, facebook etc and they disabled those apis after cambridge analytica. No one really objected and therefore talked about this fact unacceptably a lot, but in fact they disabled the part that allowed you to post an external file in the facebook news feed and some such. Actually it was big change. In how the open web worked, because before any messenger had some way to get in and out. Let's say tumblr used to have rss feeds, so you got a chance to watch what wasn't hosted on tumblr in the meantime. It was my dream to bring back such appointments, because i would like tumblr to be the best part of the open web. It looks like you really need to compete with the big social networks. In terms of user attention, openness, courtesy, community strength. Is that why you intend to? I want to create a place in the online space that is interesting, supportive and meaningful. You are an old web user. At some point in the implementation of the blog was a true miracle. Frisson. You personally had blog lists and addresses, and people subscribed and commented, and you were aware of everything, and it was a very, very good social network. But it was also fully circulated, also users had their native lash plans etc.. I think we can offset a bit of that and rethink it in the mobile world where tumblr is also too strong. Julia alexander: tumblr also has some serious problems. The site has seen a huge rise in extreme ideology. He's seen the serious issues surrounding the mass shootings and all the way some users] glorify the shooters that [tumblr] were hired to deal with. This fact has become a huge problem. I just feel like there's not a lot of talk there, as its usage isn't as big as twitter. Are you going to get violently involved and try to fix this or are you just going to leave things as they are with verizon? These are endlessly very non-standard issues. So i don't want to oversimplify or claim that if you put in the effort, work really hard on it, you can always %.However, one of the things that worries me is that tumblr has a great customer loyalty and security team, like the rest of automattic running wordpress.Com. These teams have a lot in common and i'm looking forward to their cooperation with excitement. Perhaps the first thing we'll try to agree on when purchasing is to just say, “hey, we're doing 99 percent of the same work. Let's make sure our rules are consistent.” Tumblr has a couple of really great automated tools that aren't on wordpress.Com that sell great stuff. And what a useful thing we've learned about the nature of the content people have on wordpress and whether we can safely use that to inform and really encourage a healthy community on tumblr. Nilai patel: a client ? See how these platforms come together? My impression is that you want to keep them upfront, which makes sense: one is a very customer-focused social network, the other is a posting platform. But do you suspect that the images will be even closer to each other, or just more about policies, procedures, backend? I think there is a lot in common in what both do. I would like the tool to interact. I believe it's possible in the long run to combine back-end technologies so that tumblr really builds its *** buildings on wordpress. We consider wordpress to be an open web operating system. From now on, 34 percent of the resources work here. It should of course support absolutely everything that tumblr does, however just what i would call a tumblr app, user interface, dashboard, at any given moment will be unique and will be developed in a personal way, because it is different from this rest on the web . It's the fact that i think the most interesting thing about tumblr is that it's an unprecedented, iconic brand that i'm looking forward to in a minimum of decades. There's something interesting here. "[Tumblr] is a unique, iconic brand and i believe the partner will last for decades." That's funny, so how virtually every social network has evolved to include forms of blogging. There was a microblog, a photoblog, an audioblog, in other words, podcasting. It's all sorts of things that have been pioneered in blogging since the beginning. However, all said things have become so balkanized. I'm thinking, it's prohibitively-exorbitantly interesting to see if you can bring them together a bit, like the tumblr post formats do. Choosing what to follow? People don't passively algorithmically nudge what might be the most provocative in their feed. I'm getting a strong google reader impression from you. Not that you were going to create software to read rss. But he still complains that he is no more; it was an application that brought together an entire ecosystem of blogs. Can you play this role? There is something extremely important in this. When you fear about time well spent on the world wide web, after you think that the representatives of humanity are better equipped with the control that they allocate their attention and free time. Think about their data: do they put personal data at the point in the city where it comes back from? In what place does it give them the same, if not significant, benefit as the one who hosts them, or what software do they use? Do they have ownership? All these rarities never become obsolete in terms of fashion. There are ups and downs of openness through the world wide web. I think that our confectioners are leaving the trough. When you decided that 2016 was the peak of closed social networks, and proprietary software, we are watching the incredible growth of open source, distributed systems, this can be information, including blogs, money, cryptocurrency along with it everything related to data . . These are powerful revolutions that will take place over the next 15-20 decades, but they will only increase further. This is also my life's work. I've been working on this for sixteen years. I hope to work on these questions literally for the rest of my life. So it's my job to keep working to keep the internet so that if i ever have kids, my goal is for them to grow up with them. Julia alexander: you said to add more ads on tumblr. . I don't know if "more" is the right word. But i think the advertising they did is way below what you might expect. Which puts it noticeably smaller than one would expect given the amount of traffic and audience. Tumblr is such a niche audience. Processing goes away because to be so weird. That's why people love him so far.It's strange, is it a fandom, is it all strange at all. Do you ever worry that posting ads will affect the community? I think there is an opportunity here. As far as i understand, in modern times, most of the advertising is programmatic, to be more precise, network advertising. This is not the one that, say, a film studio or a specific advertiser who perfectly understands the tumblr audience will tell. , "This is where we seek to address with the message that we wish to address to them." So it's an experiment, of course. But i have high hopes for the fact that the weirdness - what i would call the beauty of the tumblr community - is actually very, eminently attractive. And our staff should do a good job with advertising. Now i will also say that automattic is not an advertising company. We are a subscription and upgrade organization. Therefore, perhaps the ads are not working, and any more has in the basis of the subscription. I think that such support can be very pleasant and very positive. Nilai patel: what do you think about the approach to the creators? Is there a way to empower and compensate creators? Tumblr is such a force of culture. Is there a way to repay this more than just transferring the value of buzzfeed? Let me talk about what we produce to accomplish a similar task at wordpress.Com. So, first of all, we have wordpress.Com updates available in our company that you can purchase and get additional customization chances. And no, it's quite expensive, but you can take a lot of options and monitoring over your site, including money for money, like your own domain address. It's not bad, you know. It's the weekly cost of starbucks or something like that. It's not too much of an investment to have a full online presence. We have a wordads program that allows people to broadcast ads. Almost, we bring everyone together we are happy to do really advanced things like headline bids and all sorts of things to give quality and share the revenue. So, you are able to receive your individual advertising on the site, and earn income from carding traffic. Our company is also launching functions related to monetization or e-commerce. So, there is a simple payment button, there are certain membership options that will be launched soon, up to the most complete e-commerce. There are stores with more than $100 million in annual revenue that are based on woocommerce. So, from the familiar "pay me today" button like in paypal, to a variety of stores, you need it all. Made under wordpress. And our employees are seeing literally over 10 billion transactions a year ago thanks to this, and these girlfriends are growing fast, with that being said, i'm willing to open up certain ones to the tumblr community. It's something our experts have already created. How it fits or works for tumblr is up to this team. You know that those close to you understand this visitor base - and this community is more beautiful than any of the competitors in the whole world. So i'm very curious to see how some of the original articles and technical things that we have already built into the rest of automattic , which they say best suits the tumblr community. I personally would be thrilled with a membership or some kind of recurring payment. Are you going to try and consolidate your engineering teams or leave the firewood alone first? We have already had several such acquisitions. You want to integrate neatly: see where the creations make sense and shape it to begin with, demonstrate success, and at the end start to expand. In the long run, as i said, there are many commonalities between wordpress.Com and tumblr. There are also many events that are completely different, and i will be able to remain independent forever. But most of all from an engineering point of view, i'm happy to create more things using react and api that are really ways to be reused in them. So although we might have some common code between applications. As a customer you know wordpress. Com, including calypso which is our frontend, is maximally open source. So all of that and our staff can see what type of code sharing or maybe our organization is happy to open source on the tumblr side. Are you going to open source tumblr? That would be great. How soon will the weird verizon ad tracking pixels disappear from tumblr? Good question. I would say that for each of these jobs, expect things to be pretty much the same until our employees close. Imagine the surface is october. We will actually start to pay attention to the proposed systems.So automattic has a gdpr approach, a pixel tracking approach, we've targeted privacy indefinitely. We're really going to start trying to integrate what tumblr is doing with the fact that the people of the world have found it performs really close on wordpress.Com, longreads, simplenote and our other products. You've talked with the staff of tumblr. It's a chance to connect with people who use tumblr, with the community. What would you like you to know the most? First, the ground rule is to thank you for using tumblr and stay with it. Secondly, i would say that i hope and believe that the best hours of tumblr are also coming. That once again as an independent company, as a site of an independent company, it has the opportunity to be responsive, flexible and creator-oriented, which has probably been limited since 2013. Stay accordingly. Try and watch the news to be added in minimum 6-12 months.

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