Daily Report: Tumblr Shutters a News Blog, Not Yet a Year Old - NYTimes.com
: "Susan Etlinger, an industry analyst with the research firm Altimeter, based in San Mateo, Calif., offered one common theory why Storyboard was closed. “Tumblr has taken in a lot of money and is trying to get to profitability this year,” she said. “They are looking to cut anything that does not contribute to the bottom line. I think it may be as simple as that.”"
It's called monetization.
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