A point of view from TPM on Flipboard and similar tools:
I do think these services, as they currently exist are bad for publishers. We give them the entirety of our product – news stories, updates, posts, what-have-you – in exchange for a notional thing called exposure, brand awareness, blah blah blah and in theory or at some point in the future a cut of the ad revenues these services bring in for selling ads on their platforms. The problem is there are no ad revenues that go to the publishers. Where they exist they are literally trivial. The real payoff is supposed to be reach, letting new potential readers know we\’re out there. In theory, that\’s particularly important for small publishers like TPM who don\’t have big budgets for promotional campaigns. You\’re not going to see a big TPM ad on a bus you see drive by.