Flipboard Adds New Verticals, Including Advertising, To App Design

Flipboard has designed five new verticals for its app, including one for advertising and marketing professionals.

Called “franchises,” the five categories get their own brand designs and sections. They include: "The Daily Edition," "10 for Today," "Vote 2018," "The Culturist" and "The Insight," for those in the ad and media industries.

Before the franchises launched today, they looked similar to other content on Flipboard, a platform that allows publishers to produce digital content in magazine-like formats that can be shared by users.

The new layouts are built on a black background with a “hero image” and an introduction to the franchise.

Inside each franchise, articles and videos are organized with a story arc — a beginning, middle and end. This gives Flipboard’s team the ability to feature curation by publisher partners and provide introductions to each section.

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For example, the “Vote 2018” franchise sections were created "with a narrative arc in mind so that readers are fully caught up by the end of the franchise and ready to take action, such as registering to vote,” according to the company.

The franchise has dedicated sections for political candidates and analysis, as well as for content from Flipboard publisher partners such as The Washington Post, The New York Times and Axios.

Earlier this year, Flipboard launched Tech as its first “vertical” curated by Flipboard. When it started to do the same for the ad and marketing industry, it became one of the franchises that got its own brand design, which was released today.

The franchises organize stories around popular categories and give brands a way to reach audiences with specific interests — such as culture or politics — by sponsoring space in the platform.

Some of the franchises will reach beyond the app. “The Culturist” franchise will send an email newsletter to its followers on Saturdays and Tuesdays with entertainment and culture topics.

“The Daily Edition," one of the broader categories, is dedicated to Flipboard's news curation of the biggest news stories of the day. It has dedicated sections on news and politics, business, tech, sports and celebrity news.

“10 For Today” grew from Flipboard’s newsletter with the same name. It is a collection of 10 interesting stories chosen by Flipboard’s editors.

Flipboard is one of the top five referral partners on mobile, according to Parse.ly data. It added more publishers onto the platform in the first half of 2018 than in all of 2017.

The platform has 145 million monthly users.

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