Was Yahoo's Tumblr buy a smart investment?

05/23/2013 | Adweek

Web-publishing execs are weighing in on Yahoo's acquisition of blogging site Tumblr, saying it reflects a changing dynamic in how users consume content. "You'd rather get something from your friend sharing it than you would get it from a headline or have it pushed to you through the industrial media apparatus of broadcast pipes and printing presses," says BuzzFeed CEO Jonah Peretti. Business Insider CEO Henry Blodget said the deal is "a very smart thing for Yahoo to do," but he left open the question of whether it was worth $1.1 billion.

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