This article is basically everything that’s wrong with Yahooblr. Ref. image captions:

Tumblr hosts a variety of content

Big on Tumblr: Carly Rae Jepsen

Caption competition: Unusual photographs are widely shared on Tumblr

Many cosplay (costume play) bloggers have big followings on Tumblr

Cute cats are a Tumblr crowd-pleaser

Here’s Marissa Mayer, on why she thinks the Tumblr sale hasn’t worked out:

“[Advertising] supply, because it’s growing so quickly, is outpacing demand, and it’s causing this monetisation shortfall.”

… Yuh. Uh-huh. Tumblr’s problems are because you can’t cram enough ads onto the platform.

“Yahoo has been very slow at deploying ads on mobile,” said Ms Eleni. “Its mobile ad revenue is far below its peers in the industry.”

Double-whammy for mobile!

Yahoo paid $1.1bn (£830m) for the company back in 2013 – but it has since slashed $712m (£541m) off its valuation.

Ouch.

Sites such as Buzzfeed tackle the dislike of intrusive advertising with “sponsored posts” – editorial content such as photos or videos with an advertorial slant.

Ms Marouli thinks such a focus on “premium” content could help Tumblr in the future.

And back to ads again. So, like hey. Here’s a revolutionary idea. How about working out a business model that doesn’t revolve around selling advertising. Anyone? anyone? No? Okay.

The most terrifying part of the article:

Tumblr could soon find itself in new hands, because Yahoo is selling its core internet business.

US telecoms giant Verizon is said to be interested.

Oh dear gods no. Surely It can’t get any worse than…

Other rumoured buyers include […] the UK’s Daily Mail.

… AAAAAAAAAAAAAAARGH!