I know there are a lot of nay sayers in this thread about the viability of this acquistion but consider this:

> Even still, Matt says Tumblr’s user base is, “several times larger than [WordPress.com].”

I don't know what Automattic paid exactly, but the story speculates that:

> Dan Primack of Axios is reporting a “source familiar” put the price, “well south of $20 million.”

So even if Tumblr is plateaued or declining still, it has several magnitudes of declining (for lack of a better term maybe?) before it even hits the same size as wordpress.com

Using the $20 Million Dollar as the ceiling here, all they would need to do is convert:

- four million users to their $5 month plan to make back $20 million dollars

- two million five hundred thousand users to the $8 a month plan to make $20 million dollars

- eight hundred thousand users to their $25 dollar a month plan to make $20 million dollars

- forty five thousand users to their $45 dollar a month ecommerce plan to make $20 million dollars

Now, if you figure they'll likely monetize some of these users on a wide variety of these plans, the numbers start to pan out quite quickly. This doesn't count things like ad revenue on free tiers, for instance.