Posted on Wednesday, Apr 22nd 2015
Recent market reports suggest that the global media industry is a $600 billion business with most either already running digital operations for their magazines or in the process of transitioning to them. Despite the high digitization of media, only 20% of ads are currently digital. Social magazine and Billion Dollar Unicorns Club member Flipboard believes that they offer these publishers the ability to make the switch to digital through their service.
Palo Alto-based Flipboard was founded in 2009 when entrepreneur Mike McCue was on his way to a family vacation after selling his startup TellMe Networks to Microsoft for an estimated $800 million. On his flight, Mike was flipping through a magazine and realized that while the same article was available on the web, it did not look as good as it did on print. Magazines in print form offered impressive graphics, quotes, inset maps, and beautiful photography. And all that was available in print along with advertisements. He realized that there probably was an opportunity to reform how content and advertising was presented on the web.
He then got together with Apple iPhone engineer to realize this vision of creating a web portal that felt like a print magazine while presenting trusted content that would matter to the reader. By 2010, the two had released their first Flipboard app. Today Flipboard has expanded to share stories with over 100 million people and adds over 250,000 users daily. Flipboard’s success can be gauged from their tie-ups with over 800,000 publishing partners that let them share content. They are now available on multiple platforms including iOS, Android, Windows, and Windows Phone.
As part of their efforts to increase user engagement, Flipboard also began offering Flipboard Magazines that let users collate feeds from different publishers to create a magazine of their own that they can then share with others. Recently, they introduced the ability to let these magazines share their content, which includes articles, videos, or photos, with a select group of people such as the user’s family and friends. The feature will enable users to document events and share ideas for research with this closed group.
The Flipboard app is available for free to all users. But they are now beginning to monetize their service through advertisement and shopping services. In 2014, they enabled a shopping section for readers that features curated magazines from brands including Levi’s, Cisco, Estee Lauder, and Land Rover. These magazines include articles and images that feature catalog-style sections that can be used to showcase and then sell these products.
They are pushing advertisement revenues through sale of full-page ads, and more recently, video ads. Full-page ads are similar to magazine ads as they neither compete with content nor appear as distractions in the form of links and flashing ads on the page.
Last September, they launched video advertising which lets users see video and audio full page ads for select brands. The advertisements were launched with brand names like Gucci, Lufthansa, and the Chrysler brand.
Flipboard does not disclose any of their financials. They earn revenues by taking a share of the publishers’ ad revenues as well as by selling advertisements. Flipboard does not reveal the percentage that they charge as commission, but brands are willing to share their revenues with them because of impressive statistics. Their research revealed that of those users who look at brand magazines, nearly 10% ended up subscribing to the magazine. Additionally, their magazine-like experience allows them to charge print rates for digital ads which are significantly more expensive than traditional banner ads. They commissioned a study by Nielsen, which revealed that an ad on Flipboard also had higher recall by 80% compared with the same ad being run on other media content including TV and radio. They also have impressive click through rates of 3% across phone and tablet devices.
Flipboard has been venture funded so far with $160.5 million raised from investors including GGV Capital, Insight Venture Partners, Kleiner Perkins Caufield & Byers, Index Ventures, Rizvi Traverse Management, Goldman Sachs, Suhail Rizvi, Comcast Interactive Capital, Jack Dorsey, Ron Conway, Dustin Moskovitz, Peter Currie, and Quincy Smith. Their last round of funding was held in December 2013 when they raised $50 million at an undisclosed valuation. In 2013, the company had been valued at $800 million, and given the added focus on monetization in the recent past, they are likely to have crossed the billion dollar valuation mark.
More investigation and analysis of Unicorn companies can be found in my latest Entrepreneur Journeys book, Billion Dollar Unicorns. Unicorns will also be discussed with some special guests during our 1M/1M Roundtable programs over the next few weeks. To be a part of the conversation, please register here. The term Unicorn was coined in a TechCrunch article by Aileen Lee of Cowboy Ventures.
This segment is a part in the series : Billion Dollar Unicorns
. How Marketo Is Faring In The Public Market . Workday's Ramp to Multi-Billion Valuation . ServiceNow's Expanding Market Opportunity . Tableau's Valuation Increases to $6 Billion . A Rare Media Venture Called Vice . Will Box Implode Post IPO? . Net-a-Porter Cracks The Luxury Fashion Market . Outbrain Prepares for an IPO . Palantir's Skyrocketing Valuation May Be Justified . Online Education Player Lynda.comMore »» . Pluralsight's Impressive Rise . Snapchat Explores Revenue Generating Options . Analysts Project Revenue for Pinterest . The Market Awaits Etsy's IPO . Taboola's Content Marketing Growth . Egnyte Eyes IPO in 18 Months . Web 3.0 and E-Commerce Investment Thesis of 3 VCs . Cleversafe's Unique IP Strategy . Cloud Investment Thesis of 5 VCs . GoDaddy Shying Away from IPO, Yet Again . Can Square Sustain Its Valuation? . Zulily Tumbles . MuleSoft Will Be Joining Soon . Bootstrap First, Raise Money Later . ShopClues in India Shows Unicorn Characteristics . What Have You Learned? . ASOS Shines From London . Xiaomi Overtakes Samsung in China . eClinicalWorks Bootstraps With A Paycheck . Strategies From 5 Entrepreneurs . Lending Club Focuses on Growth Post IPO . Slack Speeds Its Way To The Mark . Eventbrite Shies Away from an IPO . Meituan Leads China's Group Buying Market . Gilt Groupe Delays IPO . Veeam Wants To Stay Private . Nextdoor's Valuation Skyrocketing With No Sign of Revenues . Stripe Exploring Tie-Ups for Growth . HubSpot Sustains Solid Growth Post IPO . Shazam Makes it to the Club . OnDeck Scoring in Small Businesses Instant Loans . Fat Startup Adaptive Insights Leading in Cloud CPM . Cloudera Leverages Open-Source Hadoop to Create a Multi-Billion Dollar Business . Evernote Cracks the Freemium Model . Rocket Fuel Crashes on Results . MongoDB Rises High on NoSQL Databases . Shopify Preparing for an IPO . JustFab Getting Ready for an IPO . Kabam to Stay Private? . Adyen Bootstraps to Multi-Billion Valuations . RetailMeNot Worries About Mobile Monetization . Elance-oDesk Taking on the Freelance World . Farfetch Connecting Designers with Consumers . The Impressive Story of Airpush . athenahealth Enters the EHR Market . Privalia Dominates the Latin America Markets . Niche E-Commerce Works for Fanatics . Powa Puts London on the Map . RealReal Shows How to Consign Luxury Products . Vancl On A Roller Coaster Ride . Didi Dache is China's Uber . Dafiti Leading E-Commerce in Latin America . ServiceNow Expands Addressable Market . Flipboard Focuses on Monetization . Hootsuite Eyes an IPO . GoodData Riding High on Big Data Analytics Market Growth . Cheetah Mobile Part Of Chinese Contingent . Hortonworks Needs To Deliver Results . Clarabridge Wins by Analyzing Customer Sentiment . Tableau Continues its Precise Execution . Will Cloudera Sustain $5 Billion Valuation Post IPO? . Freshdesk is a Prospect . InMobi Wants to IPO in India . Zendesk Targets the Live Chat Market . New Relic Getting Ready to Battle with Microsoft . Twilio is Revolutionizing Telecommunications . Funding Circle is UK's Latest Entry to the Club . Luxury Retailer Moda Operandi on the Club's Runway . Splunk is Now Targeting the SMB Segment . Capital-Efficient StartApp Is A Prospect . AppNexus In The IPO 2015 Pipeline . Druva Poised to Produce an Indian Unicorn . MapR Readies IPO . Lookout Getting Ready for an IPO . Anaplan Gets Ready to Enter the Club . Blue Apron Simplifies DIY Gourmet Cooking . GoFundMe Bootstraps till the Half-Way Point . Containers Gives Docker Entry into the Club . Can Kaltura Be A Public Unicorn? . The Ride-Sharing Industry Continues to Deliver Unjustifiable Valuations . MarkLogic Making Waves in Enterprise NoSQL . CloudFlare Offers Website Security over the Cloud . Mixpanel Provides Advanced Analytics for SMBs . Spotify Gearing up to Face Apple Music . Auction.com in Expansion Mode . Nutanix Gives VMWare Tough Competition . Houzz Bootstraps in a Niche Space to Join the Club . Rapid7 Delivers a Successful IPO . Coinbase Tries To Capitalize on BitCoins . Expect Acquisitions From ServiceNow . Zendesk and Freshdesk in Expansion Mode . Zulily Attempts to Make a Turnaround . Etsy Continues to Fumble . Lufax May be Risky, But Valuations Remain Lofty . Will IBM Acquire FireEye? . Mode Media Takes on Video Streaming . New Relic Moves Deeper into Enterprise . Delivery Hero Gets Multi-Billion Dollar Valuation for Food Delivery . Splunk Beefs Up Cyber Security . Garena Secures Singapore's Entry to the Club . Dianping is Thriving in China with its Local Reviews Business . Box Struggles in its Public Avatar . Coupang Raises the Banner for South Korea . InsideSales.com Bootstraps First, Raises Money Later . Pinterest Eyes E-Commerce . Klarna Takes the Risk out of E-Commerce . VNG Grows While Remaining Focused on Vietnam . Good, Bad and Ugly . Sprinklr Rolls up Social Media Management Software Before IPO . ContextLogic Marries Wish Lists to Vendors . Beepi Disintermediates Used Car Dealerships . Snapchat Experiments With Revenues . Tanium Simplifies Cyber Security . Avant is Revolutionizing Consumer Credit . Adyen is on a Roll . Apttus Ready for IPO . ZScaler Takes Security to the Cloud . Bullhorn is in the Making . Sogou a Unicorn, But Yet to Find its Mojo . Evernote Trying to Recover Lost Ground . Modernizing Medicine Is A Prospect . Instacart Looks Shaky . Mogujie's E-Commerce Pivot Pays Off . Zalando Takes the Lead in European Etail . BlaBlaCar Expands Internationally with Acquisitions . Square Files for IPO Below Last Round of Financing . Secretive Infinidat Makes its Way to the Club . FanDuel Creates a Billion Dollar Company out of Fantasy Sports . Kabbage Latest Unicorn in Slowing Online Lending Sector . Atlassian Now Prepping for a US Listing . Match.com Looking to Court the Stock Market Now . Ele.Me Shows Online-2-Offline Works . Alteryx is a Prospect . Machine Zone Translates Multi-Player Games to Multi-Billion Valuation . ZocDoc Should Be Able To Withstand Public Market Scrutiny . Thumbtack Joins the Ranks . Beibei the Baby of the Club . Online Lender SoFi Puts Off IPO Plans . Warby Parker Joins the Club . DraftKings Looks Worried as Fantasy Sports Come Under Scrutiny . Tujia Offers Vacation Rentals in China . Hortonworks Struggles to Stay in the Club . Atlassian, A Legitimate One, Delivers A Great IPO . Reconsider Your Aspirations . Will Docker Sustain? . Veeva Delivers Strong Fundamentals . OfferUp Still Needs to Figure out Revenue Model . Mozido Delivers Mobile Payment to Non-Banking Customers . SimpliVity a Prospect . WePiao Succeeds in Online Ticketing in China . Uptake Joins the Club . For Magic Leap, Unicorn Status No Longer Virtual . Udacity Leans on Industry Giants for Monetization . ForeScout Does Not Want To Go Public Yet . ShopClues Joins the Club . Age of Learning Monetizing in Educational Apps . Square Post Its IPO . Decolar is the Latin American Entry to the Club . Japan's Mercari Joins the Club . Yello Mobile Acquires its Way into the Club . TutorGroup Enters the Club . Souq.com the Middle East Entry to the Club . WeWork Riding the Sharing Economy Wave . Moderna Therapeutics A Promising, Unproven Bet . GitHub Faces Growing Pains . Africa Internet Group the First African Entry to the Club . Paytm Plans Rapid Expansion . Oscar Plans to Expand Its Network . Razer Leads the Gaming Accessory Market . GuaHao Targets China's Healthcare . AUTO1 Group Plans International Expansion . TransferWise Makes Money Transfer Simpler and Cheaper . Ping An Good Doctor Is Largest Chinese Healthcare Unicorn . MindMaze Channels Virtual Reality into Healing . Driverless Car Startup Zoox Joins The Club . Cylance Uses Machine Learning as Cyber Security Tool . SMS Assist Brings a Lackluster Industry to the Club . Unity Technologies a Strong VR Gaming Bet . Square Eyeing Large Sellers . Airbnb Continues to Soar . Xiaohongshu Leverages Social Commerce to Join the Club . iCarbonX Wants to Create a Digital You . Liepin, China's Homegrown Recruitment Platform . Hike is the Latest Entrant from India . Go-Jek Hails its Way into the Club . Quanergy Rides Into the Club . Aiwujiwu Rides High on Chinese Real Estate Sector . Zeta Interactive Counts on Inorganic Growth . Line Delivers a Successful IPO . Grab from Singapore is the Next Big One . Didi Chuxing Monopolizing Chinese Ride-Sharing Market? . Blippar Bets on Its Visual Browser . Two Years Post the IPO, Globant Continues to Soar . Nutanix Delivers a Strong Performance in the First Week of Listing . Coupa Has a Successful IPO . Online-to-Offline Focus Helps Huimin Enter the Club . Real Estate Platform Compass Joins the Club . LeSports Cashes in on Niche Video Streaming . Flipkart's Valuation Bodes Unsteady Future . Russian Avito Gearing up to go Public . Guazi Leading the Chinese Online Used Car Market . Slack Delays IPO to Next Year . Sprinklr Acquiring to take on Big Brands . Infor Accumulates ERP Providers to Build an Empire . Royole Corporation Flexes its Way into the Club . Rong360.com Joins the Club . Stripe’s Skyrocketing Valuation . Hulu Gears up to Stream Cable . Nutanix Delivers Upbeat Performance, Stock Still Down . Procore Joins the Club . JetSmarter Flies Into the Club . Opendoor Labs Opens the Door to the Club . Neo Technology Takes Databases to the Next Level . Kabam Struggles to Stay Alive . Careem is the Latest Middle East Unicorn . Huochebang is the Uber of Trucks in China . SimpliVity Exits in HPE's Arms . Kendra Scott Shows that Women CAN Build Unicorns . Zhihu Imitates Quora to Build a Valuation Without Revenue Company . Putting Flipkart's Struggles in Perspective . BlackLine Continues to Grow Post IPO . Global Switch Wants to be Leader in Data Centers . AppDynamics Sold Before IPO . MuleSoft Delivers Successful IPO . Alteryx has a Successful IPO . Airbnb is in no Rush to IPO . Actifio Focuses on Profitability, not IPO . In Uptake, Groupon Founder Shows He Has Learnt His Lesson . Will Cisco buy Nutanix? . Zoom Video Communications Enters the Club . C3 IoT Joins the Club . Robinhood Joins the Club . Veeva Systems Executes Systematically . Modernizing Medicine Crosses $100 Million Revenue Threshold . Stripe is in no Rush to List . Cloudera Fails to Keep the Market Happy . Stitch Fix Delivers a Surprisingly Fresh Take on Shopping for Fashion . Bill.com Has Scaled Quietly . Toutiao Snags a Big Round, But Growth and Revenues Remain Tricky . Taboola and Outbrain Exploring a Merger . Looker Counts on Big Data Analytics . Katerra Tackles the Construction Industry with Technology . Peloton Cycles Into the Club . Yello Mobile Delays IPO . Kuaishou to Focus on AI . Garena Files Privately in New Avatar . Clover Health Reaches Milestone Valuation . Careem Focused on MENA . DraftKings Faces Hurdles . Sales AI Startup Afiniti Considering IPO . Ticket Monster To Invest In Groceries . Yext Makes it to the Club and on the Exchange . Rubrik Gears up to go Public . Pinterest Delays its IPO Plans . Valuation Without Revenue Nextdoor Trying to Monetize . Delivery Hero Goes Public Albeit Huge Losses . Newly Public Redfin Wants to be the Amazon of Real Estate . VIPKid is the Newest Kid in the Club . Nutanix Making a Comeback . Fanatics now Eyeing Asia . Valuation for Unity Technologies Keeps Soaring . AvidXchange Eyeing IPO . AppDirect Cashes in on Cloud . Ele.me Consolidates Market, but Profits Elusive . Valuation for WeWork Continues to Soar . CrowdStrike Joins the Club . TransferWise Turns Profitable . Is Cybereason the Next Cyber Security Company to get Acquired? . Yuanfudao, China's First EdTech Unicorn . Coupa Close to 52-Week High . What Are AUTO1's Margins? . Is Houzz's Valuation Justified? . Apttus Eyeing an IPO . Atlassian Hits a New High . Proofpoint Expands Product Offerings to Gain Market Share . FireEye Struggling To Keep Up . Forescout Finally Lists . Indian Small Town Marketplace ShopClues Looks Shaky . Profitable Qualys Hits a New High . Microvast Charges into the Club . HelloFresh Lists Successfully . Zscaler Getting Ready for IPO . New Relic at a 52-Week High . Rong360 Goes Public on NYSE as Jianpu . 23andMe in High Gear . Kabbage Mulling Over an IPO . Reddit is in No Rush to Go Public . Grab Becomes the Most Valuable Startup in Southeast Asia . Talend Going Strong Since Listing . Stitch Fix Is Worth Celebrating . No Stable Revenue Model in Sight, but Quora Usage Still Growing Rapidly . Splunk Outpaces Market Expectations . Razer IPO - Yet Another Story of a Non-Profit Stock . Roku Streams a Successful IPO, for Now . CarGurus Bootstraps its Way to an IPO . Competition Heats up for Slack . SoFi Delays IPO Plans . Improbable Joins the Club . Why Cloudera Continues to Stumble . Can MongoDB Sustain Unicorn Status? . Can Okta Sustain its Valuation? . Is Stitch Fix the Next Blue Apron? . Atlassian is Doing Everything Right, But is it Too Expensive? . How Does Domo's Valuation Compare with Tableau's? . Is the Duopoly Keeping AppNexus from Listing? . Why Doesn't Adyen Want to Go Public? . Will Zuora be able to Compete with Oracle? . Will DocuSign Cave in to Potential Buyers? . Should Xiaomi List at a $50B+ IPO Valuation? . What is Marketo's Roll-up Strategy? . Will Apptio Expand Internationally? . What is Anaplan's Product Strategy? . Will Apttus Take the Plunge? . How Will Nutanix Control Dell? . Does New Relic Plan to Consolidate the APM Market? . What is Coupa's Next Acquisition? . Will Medallia Help Consolidate? . How Will Ellie Mae Handle Looming Mortgage Worries? . Will Zoom Go Public or Get Acquired? . Is GoodData Ready to Go Public? . Will a Sales Strategy Change Help Cloudera? . Can Splunk Sustain its Price Point? . Can Fortinet Get to $10 Billion in Revenue? . What Other MarTech Startups Will HubSpot Acquire Next? . What is Okta's Inorganic Growth Narrative?