Tumblr is possibly one of the most underrated social media platforms — perhaps not for long. This week, Issuu, a digital newsstand, announced custom themes and Tumblr embeds, expanding its distribution channels and enabling publishers to connect with a wider audience.
The new custom themes arrived just in time for New York Fashion Week, with publishers like Daily Front Row providing exclusive daily coverage. Other early adopters include Polyvore, V, Bello and Heaven Has Heels.
The Issuu integration includes custom modules that enable publishers to distribute interactive content directly to Tumblr while also driving traffic back to the most recent magazine issue.
“The new products and features that we develop at Issuu are created to help make quality, magazine-like content and advertising more socially sharable and widely distributed,” said Issuu CEO Joe Hyrkin in a statement.
Hyrkin added that Tumblr has the potential to help publishers engage with their audiences and develop a deeper relationship with brand partners. He pointed to the June issue of V, which featured a photo shoot with Madonna and Katy Perry, and generated lots of buzz in the fashion and entertainment social channels.
“[The customer themes set] up V magazine to deliver that content in its native container, along with the beautiful creative work of V magazine’s sponsoring brands like Louis Vuitton, Chanel, Dior, Ralph Lauren and more directly to Tumblr. We’re just getting started with what is possible here,” he said.