Social reading app Flipboard has struck a deal with Condé Nast to display full-page ads in several of the publisher’s titles. Starting today, readers of The New Yorker on Flipboard’s iPad app will begin seeing branded content from American Express throughout the virtual magazine. In October, a second round of ads from Lexus will appear in Bon Appétit, Wired, and The New Yorker, with additional mags to be added throughout 2011.
Using a revenue share model, Flipboard will manage inventory and Condé Nast will maintain its direct relationships with advertisers, according to a press release announcing the partnership. There will be a limited number of ad pages offered, and each will link to the brand’s website or Facebook page.
“In many cases, people often look to magazines for the advertising,” Flipboard CEO Mike McCue told paidContent. “That’s not the case with Web ads. It has a lot to do with the format of online ads. The fact that the ads are eating into the content, whether it’s a skyscraper or a pop-up. With our ads, it will have a similar look and feel to what’s in a magazine. In a lot of ways, it will be regarded simply as additional content.”
Josh Stinchcomb, vice president of digital sales for Condé Nast Media Group, also sees the app as a way to connect Condé’s digital and print editions. “We see the Flipboard ad program as an extra cross-marketing vehicle,” he told paidContent. “This is about being where our readers are and bringing our advertisers along with us. Flipboard’s advertising program represents a great chance to promote our paid digital edition apps. With one click, we can get users to subscribe to The New Yorker edition and eventually, our other magazines.”