WordPress parent Automattic got its start by making it easier for people to publish things on the internet. Its latest acquisition, Tumblr, will help Automattic get better at helping people make money on the internet, as the digital service provider looks to expand its client base and the range of services it can offer to publishers trying to diversify their revenues.

Automattic announced Monday that it had acquired Tumblr from Verizon for $3 million, six years after Yahoo, which Verizon acquired in 2017, bought it for $1.1 billion. Automattic’s CEO, Matt Mullenweg, wrote in a post on Tumblr that he intends to keep Tumblr’s front-end, the part of a website that end-users engage with, unchanged, while possibly integrating with WordPress on the back end. That integration will enable more kinds of businesses to use Tumblr to distribute their content and connect with potential…

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