On Flipboard, people can see a full screen magazine-like ad along with, say, a National Geographic article. 'What this means is that publishers need to allow their content to be atomized so they can package it up but also allow other sites, people, and services to take that content and be able to digest it and present it in whatever way want.'īetter monetization models also are needed by publishers, McCue says. 'This level of signals provide structure for content that is totally personalized,' he says. The old model of editors presenting to readers what to read has been replaced by social recommendations, McCue says. I asked McCue, given his role in the middle of changes in publishing, what the traditional publishing industry needs to do to respond today. It's a very different way of looking at navigating the web.' We link to how your friends link to content. 'Rather than going from site to site we're going from feed to feed. As with the iPad app, people can click on content from social networks, such as a photo from Instagram and 'Like' or comment on it, and the comment gets sent back to Instagram.įlipboard's approach is to provide a new way to surf the web, based on links provided by friends or trusted people. For publishers with which Flipboard has a content partnership, Flipboard paginates and brings in the original typeface and design from that publisher. 'It's a natural navigation model combined with Cover Stories for quick hits of what people really want,' McCue says.īelow Cover Stories and on subsequent pages are Flipboard's categories that it has on its iPad app, from specific news sources such as Forbes, National Geographic, or social networks like Twitter or Facebook, or general categories like photography or design. They can also mute certain sources that they don't like and the app will no longer shows those sources.

The idea is that users can flip through these top stories while waiting in line at a store and dive deeper into particular stories if they want. On the opening screen of the new app is 'Cover Stories,' which are top stories and content from all different social networks.

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