Flipboard, often billed as the Google News of the mobile world, has won its first media client in India in the shape of Condé Nast, the global publisher that runs magazines such as Vogue and The New Yorker.
Vogue India has become the first magazine from India to have a customized version made available on Flipboard, arguably the most popular news application in the world. The development comes about six months after Flipboard announced it would have a special edition tailored to India.
Flipboard faces competition from home grown apps like NewsHunt and of course, Google Currents.
However, Flipboard has an advantage that most others don’t — it offers all publishers the choice of offering their content in an attractive magazine-format, and shares revenue from ads displayed to the users of the apps.
Unlike traditional app ads, Flipboard apps look more like full-page magazine ads and are considered less ugly, giving the overall reading experience a premium feel. While there are other Magazine apps that have already tied up with magazines like Caravan, such as Magzter, Zinio and readwhere, their appeal is constrained by the subscription-based business model.
Though subscriptions are considered a substantial revenue source of the future, many digital publishers have found it challenging to hook users initially when they launch a purely subscription-based offering.
“We are bringing in best practices from Condé Nast International and look forward to further develop and expand our content publishing model and offer an additional premium advertising platform for luxury brands through Flipboard’s incredible reach,” said Alex Kuruvilla, Managing Director, Condé Nast India.
With special integration and pagination of each title’s stories, photos and features, Flipboard creates an immersive reading experience, quickly connecting the reader with the Condé Nast brands and content, the same way as with its established print and digital magazines, Conde Nast said.
“Readers can easily find Vogue India in Flipboard’s Content Guide by tapping on the red ribbon; GQ India and Condé Nast Traveller India will follow in the coming weeks,” it added.
Condé Nast said it had created customized feeds for Flipboard by adding high quality images and extending the amount of content available on its magazine and website; in most cases that means readers have access to full bespoke online stories.
Flipboard has more than 100 million readers worldwide of which more than half are based outside the United States.
Flipboard entered the top ten for downloads and active readers in India last year.
