500,000 in two weeks

The number of personalised Flipboard magazines that have been created since the newsreader app launched its self-publishing magazine feature, according to a Techcrunch report. It has been argued that this is not merely a feature, but could be the basis for a new business model – a pivot, if you will – as free shareable news content from newspapers etc is increasingly shut behind pay walls and apps. This is according to digital consultant Paul Armstrong in a report for CNN Money. Platforms providing enhanced content creation, not just aggregation or curation, could pose a threat to mainstream media as well as to the likes of Tumblr and WordPress, Armstrong says. And as Faisal Galaria, of professional services firm Alvarez & Marsal, argues in a piece for the Daily Telegraph, ‘It’s no longer about capturing crowds of many, but the audience of one.’

And while several mainstream news orgs – not least London’s Telegraph – are attempting to use Flipboard’s magazine as one more shop window, at what cost? It’s not clear to me how a general interest newspaper can focus sufficiently to profit from such atomisation of news.

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