Hilhorst says one of the secrets to preserving Flipboard’s look at feel is to be aware of the responsibility to readers, and to discard nearly everything. And now here we are and we are in that zone.” Mike wanted to build a platform to really change how people discover and consume content, and he had with a goal of reaching hundreds of millions. “It was abut so much more than just a product. So much so he was prepared to leave the world of the 10-man start-up to join the adventure. Hilhorst was smitten with the concept as soon as he met McCue. So we see our task as bringing the beauty of print to online. People are making choices about layout, where to crop and so on. He describes the Flipbard ethos as follows: “If you look at magazines there’s a lot of great design thinking goes into it. And much of it has been defined by an early recruit, Didier Hilhorst, who joined the design team from IntoNow, a kind of Shazam for TV that was acquired by Yahoo! in 2011. The design ethos runs deep through Flipboard. Last year, it also let individuals create and make available their own magazines, and watched amazed as seven million magazines were created. Today, Flipboard has direct relationships with 8,000 publishers and has 100 million active readers. He was gambling that a bigger touchscreen would bring reluctant magazine lovers into the digital fold. McCue launched Flipboard in 2010 and reportedly started designing the app for the tablets even before the iPad. Of course, it also gives major publishers an open and stylish showcase for their products. It lets users assemble their own content from their own social media feeds, yet presents them in a stylised magazine-style format. Indeed, its founder Mike McCue was quoted widely this summer when he told Forbes “we will never make original content.”įlipboard, then, is a news-reading app for phones and tablets that describes itself as ‘your personal magazine’. Online media publishing generally splits into two camps: those who want to disrupt the traditional way of doing journalism (BuzzFeed, Upworthy et al) and those who want to help traditional brands navigate their way through the new digital reality.įlipboard is emphatically in the latter camp.
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