Time Inc. joins Flipboard to foster new outlet for content, revenue
November 1, 2013
The Flipboard app
Time Inc. has begun integrating content from its publications within the Flipboard mobile platform to reach younger audiences where they are.
Flipboard is a mobile application, available on iOS and Android, that curates content from various publications into personalized magazines. People and InStyle are the first Time Inc. publications to join Flipboard, and Time and Fortune will join in December.
“What we love about Flipboard is that it’s a mobile-y engaged audience,” said Joe LaFalce, senior director of business development for Time Inc.’s style and entertainment group, New York.
“It’s the perfect medium to showcase our high end beauty and fashion advertisers as well as the beautiful hi-res imagery of our content,” he said. “It focuses on the beautiful presentation of the content.
“We have actually been talking to Flipboard since pretty early on, but we just never felt that we could monetize the content to keep it in line with our overall business model. As Flipboard opened up the opportunity to sell advertising, we were able to work out an agreement of revenue sharing that made sense for us.”
Consumers can download the Flipboard app for free in Apple’s App Store and Google Play. Once they do so they can subscribe to different publications in the app and save specific stories to their own magazines.
They can add different stories by pressing the plus button on each page.
Consumers can create a name for their magazine and choose to make it private or public. If a consumer chooses to make his or her magazine public, other users can subscribe to the magazine.
Time Inc. is the largest publisher to join 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 beauty how-tos.
Time Inc. will 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
According to Mr. LaFalce, mobile revenue for People 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 an opportunity to provide another outlet for mobile readers to access its content.
Time Inc. is also trying to attract the younger crowd that Flipboard has accumulated.
“It’s really about wanting to put our content where we see audience going,” Mr. LaFalce said. “Right now you can say only about 8-10 percent of our mobile monthly uniques visit us on tablet, so we’re looking at this as another discovery outlet for our content where a younger audience is migrating to.
“It’s about the ability to put our content in front of a new engaged audience that’s younger and the ability to monetize,” he said.
Rebecca Borison is editorial assistant on Mobile Marketer, New York
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