Reports: Yahoo to acquire Tumblr for $1.1B

This May 19, 2013, photo illustration taken in Washington, DC, shows the splash page for Yahoo and blogging platform Tumbler seen on an iPhone. The board of Yahoo! has agreed to a deal to purchase the popular blogging platform Tumblr for $1.1 billion, the Wall Street Journal reported Sunday. Yahoo! did not immediately return AFP's calls for confirmation, but CEO Marissa Mayer has scheduled a news conference in New York Monday at which the company said it will unveil 'something special.' Reports last week said Yahoo! is eyeing the move to attract more users from the key 18- to 24-year-old age bracket, and that the Internet pioneer sees the fast-growing Tumblr as one of the 'coolest' sites with young Internet users. Getty Images

NEW YORK Yahoo (YHOO) may be on the verge of closing its biggest acquisition during the 10-month reign of CEO Marissa Mayer as she tries to attract more traffic and advertisers to the Internet company's website and mobile applications.

The Sunnyvale, California, company's board of directors met Sunday and approved a $1.1 billion acquisition of online content-sharing site Tumblr in a deal Mayer negotiated, according to the Wall Street Journal. The technology news site All Things D first reported the story late Friday, citing anonymous sources.

The deal is likely to be announced Monday.

There were no other competing bids to snap up the New York-based blogging service, All Things D reports.

In an invitation sent Friday, Yahoo promised to unveil "something special" Monday evening in New York. The event is being held in a Times Squares lounge located about two miles from Tumblr's headquarters.

Yahoo has only said that Mayer will be on hand to unveil something related to a product. A company spokeswoman didn't immediately respond to a request for comment about the potential Tumblr acquisition.

Buying Tumblr would fulfill Mayer's goal of reaching a wider audience on smartphones and tablet computers.

Tumblr serves up a constantly changing collage of stories, photos and other digital content served up by users who are increasingly connecting to the service through its mobile applications. The service is also one of the hottest sites among teens and young adults, a demographic that Mayer, 37, thinks Yahoo needs to do a better job of reaching.

If it's completed, the Tumblr deal would be Mayer's biggest coup - and, at the same time, the biggest risk - since she ended her 13-year career as a key executive at Google Inc. to try to snap Yahoo out of a prolonged malaise that had demoralized employees and investors alike.

Since her arrival, Mayer has been focused on redesigning several Yahoo services and bringing in more mobile engineering talent, primarily by buying a series of small startups.

None of those previous acquisitions have required Yahoo to dip too deeply into its bank account. Late last year, Yahoo paid a total of $7 million for two startups called OnTheAir and Stamped. In the first three months of this year, Yahoo snapped up three more startups for a total of $10 million, according to the company's regulatory filings.

Tumblr, founded in 2007 by its CEO David Karp, presumably would become a pivotal part of Mayer's effort to sell more advertising.

Mayer has been winning back investors, even though the company's revenue is still lagging the overall growth of the booming Internet and mobile advertising market. Yahoo's stock price has risen 69 percent under Mayer's leadership.

Yahoo shares fell 6 cents Friday to close at $26.52.

Comments

CBSN Live

pop-out
Live Video

Watch CBSN Live

Watch CBS News anytime, anywhere with the new 24/7 digital news network. Stream CBSN live or on demand for FREE on your TV, computer, tablet, or smartphone.