WORDPRESS
Automattic CEO Matt Mullenweg details Tumblr’s future after re-org
This week, WordPress.com owner Matt Mullenweg confirmed his company would be shifting the majority of Tumblr’s workforce to other areas at parent company Automattic in light of the social blogging site’s continued financial woes. After acknowledging and explaining the meaning behind a leaked internal memo detailing the staff changes, Mullenweg then went on to field a number of questions about Tumblr’s future in an AMA (Ask Me Anything) session on his own Tumblr blog. Here, the exec responded to questions about Tumblr’s plans for existing products, like Tumblr Live, its monetization efforts, policies, and its planned integration with the decentralized social networking protocol ActivityPub, which Mullenweg had earlier said was in the works.
TechCrunch’s Amanda Silberling broke the news of the Tumblr re-org, noting that 139 of the site’s workers would be moved to other projects at Automattic, the parent company to not only Tumblr and WordPress.com, but also WP VIP, Day One, Pocket Casts, WooCommerce, and other apps and services, including the recently acquired all-in-one texting app Texts.com.
But Mullenweg’s AMA offered a lot more insight into how the company plans to run Tumblr, the blogging site it picked up from Verizon for $3 million in 2019 Though the acquisition price was a steal — especially given Yahoo earlier bought it for over a billion dollars — the business itself is losing $30 million per year. That necessitated the re-org.
Below are some of the key takeaways from Mullenweg’s exchange with Tumblr users during the AMA, which shed light on what’s ahead for Tumblr in 2024 and beyond.
When are the staff changes happening?
Mullenweg said the changes to the Tumblr team will happen on December 31, 2023. He said the team will be presented with other projects at Automattic and will be able to rank their top three picks, as staff is reassigned. The team impacted is known as “Bumblr” which is the internal name for the product side of Tumblr.
The move was not a surprise, he added — the Tumblr team has known for over a year that if it couldn’t get the revenue up, some of them would have to work on other things that make the company money.
Tumblr staff being reassigned will be able to choose from the following: WP.com, WooCommerce, Jetpack, Day One, Pocket Casts, WP VIP, .Org, Applied AI, Texts, self-serve advertising (Blaze), Newspack, Pressable, and Gravatar.
Why were some people laid off without being reassigned?
Mullenweg admitted that the company, like many, does engage in performance management reviews and sometimes that means people are let go.
“Automattic is continuously hiring and firing people to try to create the best open web tech team in the world,” he wrote.
In other words, some people were laid off but it wasn’t because of Tumblr’s financial woes.
Will Tumblr’s localization plans be impacted by the staff changes?
Mullenweg confirmed that translation and localization will continue, and are not impacted by the changes.
What does success at Tumblr look like?
The WordPress exec said a successful version of Tumblr would see it becoming a place that “everyone goes to hang out online” with a “billion micro-communities.” He didn’t share specifics, like how much money that would require, though.
What are Tumblr’s monetization plans?
Tumblr today offers a subscription which is currently the best way to support the site, Mullenweg said. Users can choose from either the Tumblr Supporter badge for $29.99/year or $2.99/month or subscribe to a similarly-priced ad-free offering. Subscribing on the web instead of in-app allows Tumblr to keep more of the revenue as it doesn’t have to pay app store commissions.
However, out of Tumblr’s 11.5 million monthly active users, only 27,000 are subscribers (0.2%). If 10-20% subscribed, Tumblr would be in good shape, Mullenweg noted. Then, “we could run the site forever,” he shared.
What’s more, he said the Tumblr Supporter badge hasn’t been very successful on its own, with only 2,300 total subscribers to that product.
In response to another question, Mullenweg suggested that Tumblr users could gift subscriptions, ask people to subscribe, and be supportive of advertisers and brands that are supporting Tumblr.
He mentioned, too, some changes ahead for TumblrMart. While the virtual goods and subscriptions will continue, Tumblr will likely have to “scale back the physical stuff” as it was only profitable on a small scale. (And the person running it doesn’t want to anymore, Mullenweg noted.)
In other responses, Mullenweg appeared to be considering how to support Tumblr via ads in different ways.
What’s the future of advertising on Tumblr?
Mullenweg said the vast majority of ad revenue on Tumblr is from programmatic ads, due to a number of factors, including the site’s declining traffic and various attacks on brands running ads from Tumblr’s user base. He added that self-serve ads with Blaze have “gone well” and that tooling can be re-used across Tumblr, WooCommerce, and WordPress.
Still, he noted that Blaze and Ad-free’s adoption is so small they can’t support Tumblr’s some 1,000 servers or its employee salaries.
The exec added he’s thinking about new ways to allow advertisers to more easily duplicate campaigns they’re running elsewhere with similar formats, which would raise the quality of Tumblr’s ads. This could be targeted at brands looking to move some percentage of their ad budget away from Twitter/X, for example.
Will Tumblr support moving blogs to WordPress.com?
Here, the exec was a bit vague on future plans, but said Tumblr today has a full export option available and WordPress can import content. However, actually moving Tumblr blogs to WordPress.com would be a “tricky migration,” Mullenweg said, but hinted that new technology like AI will make it easier.
How will Tumblr’s product change in 2024?
Mullenweg admitted the team had been spread too thin and spent too much effort on things that didn’t work. In 2024, the company will “hone in on” the parts of Tumblr people love and put an end to the things that don’t work.
He suggested that Tumblr will continue to innovate, as well, saying:
“We’ll continue [to] stay on the bleeding edge of what technology allows and enables, and hopefully provide pressure for other social networks to step up their game, as they have with dozens of features Tumblr invented and others followed.”
Areas of interest he cited were images, which he said were easy, but noted streaming high-res video would need to be paid (but not expensive.) He also noted that Automattic has some video technology it could lean on with VideoPress.
In terms of missed opportunities, Mullenweg lamented the demise of the Post+ creator subscription, which would have directed all funds to creators without Tumblr taking a cut. But misinformation about fan fic writers being sued by copyright holders led to a coordinated attack campaign that led to every launch creator canceling the program, he said.
“It was sad, because this was a feature users and creators said they wanted, and we prioritized making users money over projects that would make us money,” Mullenweg wrote.
Is Tumblr Live shutting down?
The exec hinted that Tumblr Live — a livestreaming video feature that Tumblr users haven’t liked — could be chopping block. He said that in 2024 Tumblr would “streamline some of the extra things that were launched (like Live) that haven’t gotten the adoption we hoped.”
In responses to other questions, Mullenweg also said that Tumblr would “sunset or rollback some things we tried that didn’t work,” and even outright stated that Live itself will be re-assesed in January 2024 as to “whether it should be a part of the Tumblr app anymore.”
How Tumblr is dealing with trolls?
The troll question was a bit off-topic in terms of Tumblr’s future as a business, and instead spoke to the future of the site’s culture. Mullenweg said that he believes “super trolls” only account for less than 0.5% of Tumblr’s user base. Still, they can have an outsized impact, he admitted.
Despite the staff changes, the company plans to increase its investment in Trust & Safety — the team that deals with bots, trolling, attacks, and hate speech — and will ban accounts engaging in these behaviors. It will also prevent those trolls from registering new accounts and repeating their behavior, he said.
What’s going on with the ActivityPub integration for Tumblr?
Mullenweg announced a year ago that Tumblr would add support for ActivityPub, the decentralized social networking protocol that supports apps like Twitter competitor Mastodon and others. But, apparently, that project has been put on the back burner. A Tumblr employee said it’s now something on the “Tumblr Labs” list and is being evaluated.
In the AMA, Mullenweg only vaguely cleared up the confusion over the state of the project by saying that:
“Every future for Tumblr that I’m involved in will include it being more open, supporting more standards, APIs, and open source.”
Will Tumblr un-ban porn?
Nope. Art is allowed, but not “hardcore stuff,” Mullenweg said.
WORDPRESS
Automattic demanded web host pay $32M annually for using WordPress trademark
“WPE’s nominative uses of those marks to refer to the open-source software platform and plugin used for its clients’ websites are fair uses under settled trademark law, and they are consistent with WordPress’ own guidelines and the practices of nearly all businesses in this space,” the lawsuit said.
Mullenweg told Ars that “we had numerous meetings with WPE over the past 20 months, including a previous term sheet that was delivered in July. The term sheet was meant to be simple, and if they had agreed to negotiate it we could have, but they refused to even take a call with me, so we called their bluff.” Automattic also published a timeline of meetings and calls between the two companies going back to 2023.
Mullenweg also said, “Automattic had the commercial rights to the WordPress trademark and could sub-license, hence why the payment should go to Automattic for commercial use of the trademark. Also the term sheet covered the WooCommerce trademark, which they also abuse, and is 100 percent owned by Automattic.”
Automattic alleged “widespread unlicensed use”
Exhibit A in the lawsuit includes a letter to WP Engine CEO Heather Brunner from a trademark lawyer representing Automattic and a subsidiary, WooCommerce, which makes a plugin for WordPress.
“As you know, our Client owns all intellectual property rights globally in and to the world-famous WOOCOMMERCE and WOO trademarks; and the exclusive commercial rights from the WordPress Foundation to use, enforce, and sublicense the world-famous WORDPRESS trademark, among others, and all other associated intellectual property rights,” the letter said.
The letter alleged that “your blatant and widespread unlicensed use of our Client’s trademarks has infringed our Client’s rights and confused consumers into believing, falsely, that WP Engine is authorized, endorsed, or sponsored by, or otherwise affiliated or associated with, our Client.” It also alleged that “WP Engine’s entire business model is predicated on using our Client’s trademarks… to mislead consumers into believing there is an association between WP Engine and Automattic.”
WORDPRESS
WP Engine sues WordPress co-creator Mullenweg and Automattic, alleging abuse of power
Web hosting provider WP Engine has filed a lawsuit against Automattic, and WordPress co-founder Matt Mullenweg, accusing them of extortion and abuse of power. The lawsuit comes after nearly two weeks of tussling between Mullenweg, who is also CEO of Automattic, and WP Engine over trademark infringement and contributions to the open-source WordPress project.
WP Engine accused Automattic and Mullenweg of not keeping their promises to run WordPress open-source projects without any constraints and giving developers the freedom to build, run, modify and redistribute the software.
“Matt Mullenweg’s conduct over the last ten days has exposed significant conflicts of interest and governance issues that, if left unchecked, threaten to destroy that trust. WP Engine has no choice but to pursue these claims to protect its people, agency partners, customers, and the broader WordPress community,” the company said.
The case document, filed in a court in California, also accused Mullenweg of having a “long history of
obfuscating the true facts” about his control of WordPress Foundation and WordPress.org
The story so far
Mullenweg had criticized WP Engine for infringing WordPress and WooCommerce trademarks. He called them the “Cancer of WordPress” and also called out WP Engine’s private equity partner, Silver Lake, for not caring about the open-source community.
Later, WP Engine sent a cease-and-desist letter, asking Mullenweg and Automattic to withdraw these comments. Automattic then sent its own cease-and-desist, accusing WP Engine of infringing WordPress and WooCommerce trademarks.
Notably, Mullenweg banned WP Engine on September 25 from accessing WordPress.org resources, including plug-ins and themes, and preventing WP Engine customers from updating them. Two days later, Mullenweg provided a temporary reprieve and unblocked WP Engine until October 1.
On Wednesday, Automattic published a proposed seven-year term sheet that it had sent to WP Engine on September 20, asking the hosting company to pay 8% of its gross revenues per month as a royalty fee for using the WordPress and WooCommerce trademarks.
Alternatively, WP Engine was given the option to commit 8% by deploying employees to contribute to WordPress’s core features and functionalities, or a combination of both people hours and money.
WP Engine didn’t accept these terms, which included a probation on forking plugins and extensions from Automattic and WooCommerce.
You can contact this reporter at [email protected] or on Signal: @ivan.42
WORDPRESS
How Open Source Collaboration Enhances Studio – WordPress.com News
It’s now time for Part 3 of our “Building Studio in Public” series! In today’s post, we’ll explore how the Studio app connects with other open source projects, with a focus on its key relationship with WordPress Playground. We’ll also dive into the benefits and challenges of this symbiotic relationship, showing how both projects mutually benefit from improvements and bug fixes.
If you’re following the series, be sure to check out past posts:
As a reminder, Studio is our free and open source local WordPress development app.
How Studio connects to other open source projects
Studio relies on various open source projects, with the primary one being WordPress Playground which provides a local WordPress server, handling everything from running PHP code to serving static files and managing a database. This allows developers to test WordPress sites, plugins, and themes in a local, sandboxed environment.
WordPress Playground utilizes Emscripten to compile the PHP interpreter to WebAssembly, enabling PHP to run in the browser and other platforms—a significant leap for WordPress development.
By way of WordPress Playground, Studio also makes use of other open source tools like the SQLite integration plugin.
Studio itself is open source, which means the codebase is available for review, contribution, and forking by the community. This openness fosters collaboration, encourages innovation, and enables rapid identification and resolution of issues.
Because of the open source nature of Studio and the projects it uses like WordPress Playground, we are not blocked by missing or undesired behavior of our libraries but can instead help uncover issues or opportunities for enhancement in these projects and contribute the necessary fixes and improvements. Instead of building workarounds, we can directly enhance Studio’s performance and capabilities by submitting fixes to the actual problems.
This creates a virtuous cycle of improvement, showcasing how open source collaboration drives innovation and helps solve complex challenges.
Challenges we discovered working with WordPress Playground
WordPress Playground is powerful, but since it makes WordPress run in an unusual environment–the browser instead of a server–some things work differently than developers expect. While using it to power Studio allows us to achieve all the good things, like a fast setup, we also had to overcome some challenges:
- Cross-platform compatibility: Ensuring that WordPress Playground runs smoothly on different operating systems (Windows, macOS, Linux) and across browsers requires extensive testing and fine-tuning.
- Performance: Managing multiple resources (PHP interpreter, WordPress site, database, and file system) while running multiple sites in Studio can strain performance. You can learn more about how we maintain high performance in Studio here.
- Plugin and theme compatibility: Although WordPress Playground creates a full environment for running sites, some plugins and themes rely on extensions that are not included in WordPress Playground by default. Adjustments are often necessary to accommodate support for the different plugins and themes.
- Database handling: WordPress Playground uses an SQLite database instead of MySQL, fundamentally altering how WordPress operates. This shift requires adaptations for database queries and compatibility with plugins and themes.
These complexities sometimes lead to incompatibilities, bugs, or performance issues. However, we believe the benefits of WordPress Playground far outweigh the challenges, and we are committed to addressing them by contributing to the Playground project. Thus not only Studio works better, but everyone who uses Playground has a better experience.
In turn, Studio also benefits from contributions from other Playground users.
Our recent contributions to WordPress Playground and other open source projects
As part of our contributions to the Studio app, we recently focused on improving the compatibility of plugins, themes, and workflows in sites. The following are some of the fixes we made that contributed to the projects.
MySQL database compatibility
With a pull request, we helped improve the compatibility of sites connecting to MySQL databases, making Studio more flexible in handling various site configurations and expanding its capability to support more diverse WordPress setups.
Symlink support
We submitted two contributions (PR 1, PR 2) to add crucial support for handling symlinks in sites, greatly improving file system compatibility and flexibility. This enhancement significantly improves the development workflow, enabling developers to maintain cleaner project structures and more efficiently manage their themes and plugins across multiple projects. It also facilitates easier version control and collaboration by allowing links to external repositories without duplicating files.
Windows media upload fix
A fix resolved critical issues with uploading media on sites when using the Windows version of the Studio app, ensuring a smoother experience for Windows users. This contribution addressed a significant functionality gap, ensuring that Studio provides a consistent and reliable media management experience across all supported operating systems.
WordPress core and extension upgrades
Another contribution fixed the process of upgrading versions of WordPress, plugins, and themes. This improvement streamlined the update process within Studio, allowing developers to maintain their WordPress installations and associated extensions easily.
WooCommerce compatibility
This pull request significantly improved compatibility with the WooCommerce plugin, expanding Studio’s utility for e-commerce development. This contribution addressed specific database queries and operations that were incompatible with the SQLite database used in sites created with Studio. The SQLite integration plugin involves different complexities to allow seamless integration with the WordPress ecosystem, and this contribution addresses one of the main pain points of using WooCommerce in local WordPress environments.
cURL extension compatibility
We contributed the ability to enable the cURL extension on PHP used with Playground which turned out to be a requirement by a significant number of plugins for external API calls or remote data fetching. This broadens the range of plugins that can be used effectively within Studio and WordPress Playground.
File creation compatibility
A fix improved compatibility with plugins that create files using umask to set file permissions, enhancing the file system operations. This was crucial for plugins that generate caches, create custom CSS or JavaScript files, or manage uploads in non-standard ways. By resolving these file operation issues, we ensured that a broader range of plugins could function correctly within Studio, providing a more accurate representation of how sites would behave in a production environment.
All the above examples demonstrate how collaborative contributions help Studio evolve, making it more compatible with the vast array of plugins and themes in the WordPress ecosystem.
How to contribute
If this post has inspired you to contribute to open source projects (we’re big fans), here’s how you can get involved with some of our favorite open source projects:
Together we can build incredible tools for the community! 🙂
Ready to build?
If this information has piqued your interest, or if you’re developing WordPress sites, start leveraging the power of Studio today. It’s free, it’s open source, and it seamlessly integrates into your development workflow.
After downloading Studio, connect it to your WordPress.com account (free or paid) to unlock features like Demo Sites.
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