Flipboard’s new program will see selected brands that have a relationship with Conde Nast appear in full-page ads embedded in the streams of the publisher’s content, beginning with American Express in The New Yorker, followed by Lexus in Bon Appetit magazine and Wired. In addition to Flipboard, there is a Vancouver-based startup called Zite - which drew the ire of the traditional industry by “scraping” content from RSS feeds while removing advertising, and was hit with a cease-and-desist order from a number of media players - as well as, which was created by programmers at the New York Times and is now part of the Betaworks incubator, and others such as News360.īut while many of these apps have been focused on aggregating content, not many have made the leap into advertising. At the same time, however, some startups including Flipboard have tried to build apps that act like digital magazine-stands, with content from many different entities - something that we’ve argued is a much more digital approach than a standalone app for every media outlet.
Can the company succeed at digital advertising when other players have failed?įor the most part, traditional media companies like Conde Nast have tried to take advantage of the iPad via content-specific apps, many of which have been criticized (by us, among others) for being non-web native “walled garden” experiences that are boring and don’t add much value to the printed product.
Now the startup is making a move into the advertising side of the digital-media equation, by launching a partnership with traditional publishers like Conde Nast to push their ads into the Flipboard app. Flipboard was one of the first iPad apps to really take advantage of the touch-and-swipe interface of the device to create a kind of digital magazine, made up of users’ Twitter feeds and Facebook streams, combined with RSS feeds and curated content from traditional media outlets.
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