Should the market care about Tumblr?
Last night saw Australia became the first market outside the US to see social platform Tumblr launch commercially. Nic Christensen looks at what the play means for Yahoo7 and where it fits in its push to build new digital revenues.
“We definitely have a reputation as a youth platform,” 28-year-old David Karp concedes, before quickly adding: “But Tumblr reaches a pretty diverse audience.”
The founder of Tumblr, who sold the social platform to Yahoo in 2013 for US$1.1bn, was speaking to journalists last night following the Australian launch of the commercial side of tumblr.
Karp and Harrison
Woolworths’ tumblr is exactly the same as their Instagram. Very creative.
“Yahoo7 makes the fuzzy claim that it has an monthly unique Australian audience of 4.6m people, putting it a bit above the 4m Australian users Twitter claims, but to be honest there is some scepticism among media buyers about these numbers.”
Which is fine, everyone’s entitled to an opinion, but they’re not self-reported – they’re comScore’s figures. One could make exactly the same sort of comment about any statistic, but then where would we be?
The only thing fuzzy here seems to be the understanding of what the figures are and what they mean.
Fyi – Comscore is like reading tea leaves.
Self reported would actually be better.