New Flipboard Offering Promises Giant Step For Online Advertising
Flipboard has partnered with ABC News, All Things Digital, Bon Appetit, Lonely Planet, SB Nation, SF Chronicle/Gate, Uncrate and The Washington Post Magazine to run selected stories in the new format. The arrangement is characterized by the company as a "free trial where all parties are testing the experience" without financial commitments.
"This is just a test to see how this might work technically and to learn about the experience," the spokesperson says. "There is still lots to do and more to learn about advertising on tablets and the new reading environments they enable." The company intends to make the service available to other content creators but has not indicated a timeline.
Flipboard is working with media communications firm OMD to design advertising for Flipboard Pages. Participating advertisers include OMD clients Pepsi, Gatorade, Infiniti, The CW Television Network, Showtime, Levi's, Dockers, Hilton Worldwide, GE, Hawaii Visitors and Convention Bureau, Project (RED), Standup2cancer.org and Charity Water. Articles from the Washington Post Magazine will be sponsored by Mitchell Gold + Bob Williams.
In another indication of its intent to work closely with publishers, the company announced yesterday that William R. Hearst III, a director at Hearst Corp. and affiliate partner at venture capital firm (and Flipboard financial backer) KPCB has joined the company as an advisor.