After years of Tumblr envy, Automattic – the company behind WordPress – are finally the new owners of Tumblr.

In many ways Tumblr was the progenitor of. A new form of blogging and story telling. Teenagers flocked to the site attracted by the highly visual style of its blogs.

Many including SnapChat no doubt drew inspiration from the site.with Stories. More recently Instagram has extended this, ahem, drawing of inspiration.

Through out these years, Automattic, and by extension WordPress struggled to keep up with the mind-blowing growth of Tumblr and new publishing platforms such as Medium.

A change in fortunes after being purchased! by! Yahoo!, saw Tumblr pass through the hands of Verizon and into Automattic’s. Once valued at over USD 1 billion, Automattic paid a measly USD 3M for Tumblr.

I am glad that Tumblr finally seems to have a home. And it will be interesting to see what Automatic does with the platform and what features make their way into WordPress and other open source publishing platforms.

Matt Mullenweg, Automattic’s CEO, has been reported as saying that the WordPress outfit will work to keep Tumblr as it has been all thoss years – fun.