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Yahoo’s board has approved a deal to buy New York-based blogging service Tumblr for $1.1 billion, US media reports say.

The acquisition is expected to be announced as early as Monday.

The deal was a “foregone conclusion” and was a unanimous vote by the board, tech blog AllThingsD reported, citing sources close to the matter.

If confirmed, it will be CEO Marissa Mayer’s largest deal since taking the helm of Yahoo in July 2012.

Yahoo's board has approved a deal to buy New York-based blogging service Tumblr for $1.1 billion

Yahoo’s board has approved a deal to buy New York-based blogging service Tumblr for $1.1 billion

Analysts say that by acquiring Tumblr, Yahoo would gain a larger social media presence and enhance its ability to attract younger audiences. It will also help Tumblr generate more revenue from advertisements.

On its home page, Tumblr says it hosts 108 million blogs, with 50.7 billion posts between them.

Under the terms of the acquisition, Tumblr would continue to operate as an independent business, the Wall Street Journal said, citing unnamed sources familiar with the situation.

About 700 million web surfers visit Yahoo’s website every month, ranking it among the top in the global industry.

However, it shed more than 1,000 jobs during 2012 and has long been divided over whether it should focus on media content or on tools and technologies.

Marissa Mayer was brought to Yahoo in last July from Google to turn the company round, and has been focusing on building better mobile and social networking services.

A new survey has revealed that the photo-sharing blogging platform Tumblr is more popular with 13-to-25-year-old than Facebook.

Garry Tan of Y Combinator found 59% of those polled responded that they were regular users of Tumblr, compared with 54% who regularly used Facebook.

“Marketers are definitely looking to other social networks beyond Facebook,” a spokesman for research firm eMarketer told the New York Post.

“Not because Facebook is ineffective but because the digital audience is more fragmented than ever before.”

According to the report, Tumblr cracked the 50 most-visited websites list last year, yet only 30% of marketers considered advertising there, according to Awareness Inc.

With only a 12-person staff, Tumblr is relatively tiny compared to Facebook’s colossal team of 3,200.

A new survey has revealed that the photo-sharing blogging platform Tumblr is more popular with 13-to-25-year-old than Facebook

A new survey has revealed that the photo-sharing blogging platform Tumblr is more popular with 13-to-25-year-old than Facebook

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After much speculation surrounding the name of Beyonce’s daughter with Jay-Z, Blue Ivy, the singer has now hinted at her reasons behind choosing it.

Beyonce, 30, posted a passage on her official Tumblr from Rebecca Solnit’s 2005 novel, A Field Guide to Getting Lost.

The excerpt focuses on the significance of the color blue, beginning: “The world is blue at its edges and in its depths.”

And the final sentence Beyoncé posted seems to summarize the power of the color as it reads: “The light that gets lost, gives us the beauty of the world, so much of which is in the color blue.”

After much speculation surrounding the name of Beyonce’s daughter with Jay-Z, Blue Ivy, the singer has now hinted at her reasons behind choosing it

After much speculation surrounding the name of Beyonce’s daughter with Jay-Z, Blue Ivy, the singer has now hinted at her reasons behind choosing it

A picture of the descriptive words sits on Beyonce’s website above an image of her resting her hand, which is decorated with teal nail varnish, against her cheek.

It seems Beyoncé is a big fan of Rebecca Solnit and the author may have had some influence over the Love on Top singer when it came to naming her first child.

Beyonce posted a passage on her official Tumblr from Rebecca Solnit's 2005 novel, A Field Guide to Getting Lost

Beyonce posted a passage on her official Tumblr from Rebecca Solnit's 2005 novel, A Field Guide to Getting Lost

Blue Ivy was born on January 7 and ever since fans of Beyoncé and Jay-Z have been speculating the symbolism behind the unusual name.

Some have thought it may not be a coincidence that Jay-Z has released three Blueprint albums in the last ten years.

And the color features in the lyrics of the star’s track Go Crazy, where he raps: “My favorite hue is Jay-Z blue.”

Meanwhile it is widely believed that the name Ivy is intended to reference the Roman numeral IV, as the number four bears lots of significance for the power couple.

The pair was married on April 4, 2008 and 4 is the title of Beyoncé’s latest album.

In addition Beyonce’s birthday is September 4 and her hip hop star beau’s is December 4.