Will Flipboard make it in the U.S. Hispanic market?
Flipboard, the social-network aggregation and magazine-format application software for different operating systems, just introduced a new U.S. Latino Content Guide for Hispanic audiences. Will Flipboard be succesful among U.S. Latinos?
Flipboard has launched a new U.S. Latino Content Guide: a place to find publications and news sources popular with Latin audiences in the United States. Simultaneously, the personalized magazine app has made new publishers partnerships, aiming to reach millions of Hispanic readers.
Flipboard's editorial team compiled the new U.S. Latino Content Guide with Spanish and English content (approximately an 80/20 mix respectively) from sources in the U.S. as well as from the various countries of origin. Content categories include tech, news, fashion and lifestyle . "We launched the US Latino content guide because we saw that 15% of our domestic (US) readers wanted news and information in Spanish, so we created the U.S. Latino Content Guide for them. We also noticed that Spanish is the second-most popular language in which we receive inbound messages and questions. Our curators in Miami, in collaboration with our editorial team in Palo Alto, have put together a custom Latino Content Guide for this vast group of readers," says Joe Kutchera, Flipboard's head of Hispanic partnerships. In the medium term Flipboard intends to reach out to advertisers but for now it is focusing on "building audience for our U.S. Latino and Latin American publishing partners before we work on advertising."
Much of Flipboards success in the Hispanic market depends on how they promote the Latino content within their app and outside of it so users can find and share it so it can scale.
"I think the concept is great! It is so good to see more mainstream digital players, apps and platforms recognizing the growth and digital appetite of the US Hispanic audience and acting on it," says Marla Skiko, EVP, Director Digital Innovation at SMG Multicultural. I hope Flipboard will have great success with this Latino venture. Much of that depends on how they promote the Latino content within their app and outside of it so users can find and share it so it can scale."
It is so good to see more mainstream digital players, apps and platforms recognizing the growth and digital appetite of the U.S. Hispanic audience and acting on it.
"I think it definitely will work. Content is king, that's nothing new and its been said 1,000’s of times, but the truth remains," says Yousef Kattan, president and CEO at TruMedia in Dallas. "I truly feel if publishers can’t evolve content and create seams in culture and language then their longevity will be questioned against the evolving Hispanic consumer," Kattan adds.
Kutchera adds that Flipboard has "100 million readers globally creating their own personal magazines, aggregating the news and content sources they love - magazines, newspapers, blogs and social networks - all in one place. Now, this includes major brands in Spanish such as CNN en español, CNET en español, Editorial Televisa, news in English from Fox News Latino and Huffington Post Latino Voices as well as country-of-origin news from Milenio and Excélsior."
Additionally, prominent Hispanics have started curating Flipboard magazines that are also featured in the new Content Guide. For example, CNN en Espanol's Ismael Cala has the magazine “Cala en Flipboard” based on his show and what he is reading, and Doctora Aliza is curating a magazine about living a healthy and happy life called “En Cuerpo y Alma”. There are also Flipboard magazines curated by technology analyst Ariel Coro, Univision news anchor Leon Krauze, TV Azteca's Alfonso De Anda, Latin Celebrity Chef Pepin and Ana Flores, author of the book "Bilingual Is Better." Flipboard also launched an exclusive magazine with the Leo Messi Foundation around Leo Messi's history and social mission for futbol fans around the world. The Flipboard magazine gives readers free access to excerpts of the book "Messi: Choose to Believe" in English and Spanish.
Latin American Edition
Flipboard launched its Latin American content guide in November last year and has learned a lot about what news and information are most popular for Spanish-speaking markets on mobile devices and tablets. Our integration on Samsung smartphones has been especially helpful in building audience in the region," says Joe Kutchera, Flipboard's head of Hispanic partnerships.