Flipboard: The Other Shoe (Shop) Drops

on Monday, Nov. 11th

Flipboard: the social news app for tablets that started out as a fancy iPad RSS reader has steadily morphed into… well it’s morphed into a lot of things, actually. Earlier in the year the magazine-format news site reader began letting users curate their own “magazines” and share them with others. A novelty for the news junkie crowd at worst, the company behind the app heavily supports the feature.

Now some of the strategy behind this mode of interaction–a bit more than consumption, a bit less than creation–starts to come into focus as Flipboard unleashed a whole new category into the app: shopping catalogs.

Celebrity curators like chef Daniel Boulud (“Holiday Favorites”), designer Cynthia Rowley (“All Things Cynthia”), singer Sara Evans (“A Real Fine Place”) and actress Alyssa Milano (“Gifts for the Woman in Your Life”) are also sharing things they love into creative catalogs, as are publishers like InStyle, The Verge and Nylon Guys.

Surely an attack on bookmarking site Pinterest on the one hand, and a possible way forward for helping publishers monetize their own content on the other. (The link right there heads to the tail end of a series of posts by Talking Points Memo publisher Josh Marshall on the somewhat dubious value proposition aggregators have for small scale media ventures like his.)

I’m only going to get excited if there’s a toy and games catalog I can drool over.


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