More than 50 million people read their news using the Flipboard app for tablets and smartphones, with the US startup having explored music through a partnership with SoundCloud. Its big news yesterday, though, was the launch of a fully-fledged website version of its service, where people will be able to browse their feeds of news and social updates, as well as digging in to “magazines” curated by other users, and “topics” – feeds of news based on 30,000+ themes, companies and public figures. 

“A lot of people think of Flipboard as an app, but Flipboard is really an overall service: a curation network that people are using to follow their interests, and curate their interests,” said CEO Mike McCue. Essentially, Flipboard has become a news aggregation site with tens of thousands of micro-portals, which may be showing up in search results – e.g. the topic page for ‘Taylor Swift’ – if it does well. That said, even Swift’s topic page only has 4,181 followers at the time of writing, so it’s relatively small-scale in its impact for now.

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