November 1, 2013
The Flipboard app
Time Inc. has begun integrating content from its publications inside the Flipboard mobile platform to achieve younger audiences where they’re.
Flipboard is a mobile application, available on iOS and Android, that curates content from various publications into personalized magazines. People and InStyle are the primary Time Inc. publications to hitch Flipboard, and Time and Fortune will take part December.
“What we like about Flipboard is that it’s a mobile-y engaged audience,” said Joe LaFalce, senior director of commercial development for Time Inc.’s style and entertainment group, Long island.
“It’s the ideal medium to showcase our high end beauty and fashion advertisers in addition to the gorgeous hi-res imagery of our content,” he said. “It specializes in the attractive presentation of the content.
“We have actually been chatting with Flipboard since pretty early on, but we just never felt that lets monetize the content to maintain it in keeping with our overall business model. As Flipboard unfolded the chance to sell advertising, we were capable of exercise routine an agreement of revenue sharing that made sense for us.”
Curated content
Consumers can download the Flipboard app for gratis in Apple’s App Store and Google Play. After they achieve this they are able to join different publications within the app and save specific stories to their very own magazines.
They can add different stories by pressing the plus button on each page.
Consumers can create a reputation for his or her magazine and decide to make it private or public. If a client chooses to make his or her magazine public, other users can sign up for the magazine.
Time Inc. is the most important publisher to affix Flipboard’s platform with 68 million users across desktop, smartphone and tablet.
People Magazine will feature content on celebrity news and red carpet moments while InStyle will showcase celebrity looks, fashion trends and grace how-tos.
Time Inc. can be including sharable ads within its Flipboard content. It has already signed on Gucci as a launch partner to InStyle on Flipboard.
People on Flipboard
Mobile audience
According to Mr. LaFalce, mobile revenue for folks Magazine is up 200 percent year-over-year, and across Time Inc.’s publications, the mobile audience has grown to 30 million monthly unique visitors.
Flipboard’s audience is steadily growing, and Time Inc. saw it as a possibility to supply another outlet for mobile readers to access its content.
Time Inc. is likewise seeking to attract the more youthful crowd that Flipboard has accumulated.
“It’s really about desperate to put our content where we see audience going,” Mr. LaFalce said. “Right you can now say only about 8-10 percent of our mobile monthly uniques visit us on tablet, so we’re staring at this as another discovery outlet for our content where a younger audience is migrating to.
“It’s in regards to the ability to lay our content in front of a brand new engaged audience that’s younger and the power to monetize,” he said.
Final Take
Rebecca Borison is editorial assistant on Mobile Marketer, New York