Tumblr is downscaling its ambitions after failing to reach goals for a new audience, aiming to move some staff members to other divisions of parent company Automattic. A leaked memo, which circulated on Tumblr and was confirmed in a Verge comment by Automattic CEO Matt Mullenweg, says that “the majority” of Tumblr’s non-support, safety, and moderation staff will “switch to other divisions.” In followup posts on Tumblr, Mullenweg stated that Automattic is planning “a more focused approach in 2024,” including an emphasis on the “core functionality” of the site.
“After 600+ person-years of effort put into Tumblr since the acquisition in 2019, we have not gotten the expected results from our effort, which was to have its revenue and usage…
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