Yahoo buying Tumblr

Yahoo buying Tumblr

USA Today: Yahoo will pay $1.1 billion in cash for social media blogging site Tumblr.

The Tumblr deal, Yahoo estimates, will boost Yahoo's audience 50% to more than 1 billion monthly visitors (about 700 million for Yahoo and 300 million for Tumblr). Just as important, Yahoo is scrambling to regain the hip factor it once enjoyed and to show investors the deal can increase profits and revenue.

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