Flipboard’s take on content organization

The following excerpt was sent out:

Magazine reading app Flipboard is becoming the latest contender in the battle to relocate some of the online conversations taking place on Twitter onto its own platform instead. The company today announced that Flipboard’s curators will be able to publish original content into their magazine in order to engage with their readers in a conversation. The company believes the feature will allow curators to create small communities around a particular theme or interest. This ultimately would deliver a different vibe than when posting on Twitter to a more general audience.

“It’s kind of like doing a regular post on Twitter or Facebook, but it’s going into a magazine,” explains Flipboard co-founder and CEO Mike McCue. “So it’s like a post into a micro-community…And it allows people who care about something, who are following this magazine or contributing to this magazine, to be able to talk to each other, communicate and build a stronger sense of community,” he says.

Flipboard is not the only publishing platform to target Twitter users in recent days. Substack also announced a discussions feature of its own in November called Substack Chat, which has a similar purpose of connecting creators and readers in a community conversation.