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How Flipboard Could Disrupt Media Advertising

Advertisers now have many of the same tools as publishers and traditional media companies.
Advertisers now have many of the same tools as publishers and traditional media companies. Photograph by Getty Images

Flipboard, one of the leading magazine-style news apps, on Tuesday released an update with a number of interesting features, all of which are designed to make it easy for users to curate content and create their own custom magazines. There was a lot of press about the launch, but I think most of the coverage missed a couple of crucial aspects of the new features and how disruptive they could be—not just to traditional media but to all kinds of media.

As we tried to point out in our post, Flipboard’s new version is more than just an evolution: It’s a significant departure from what the service was all about. Until now, it’s been about making it easy to discover and consume content from multiple sources, but the new features are aimed at turning readers into publishers by giving them curation tools like those used by Flipboard’s own editors.