Flipboard says that it really wants to help publishers, not take advantage of them

gigaoma reporting:
he problem is that there are several different Flipboards: there’s the one that users (including me) love because it allows them to essentially create their own magazine out of RSS feeds, Twitter lists, Facebook and Flickr pages, and pretty much anything else that comes along. Then there’s the Flipboard some publishers see: the one that takes their content and reproduces it, and in some cases sells ads around it — all things that publishers believe only they should be doing. And finally, there’s Flipboard’s own vision of itself, which is as a partner for media companies, not a competitor.
One of the biggest issues for Flipboard when it comes to making peace with publishers is that its reach currently exceed its grasp. It wants to help more media companies monetize their content — the way it is already doing for a number of magazines, including some Conde Nast titles (although Wired and the New Yorker stepped back from the service last year) — but it is still a relatively small company, and doesn’t have the kind of infrastructure it needs to run an ad network.
Presumably, that’s one of the things that it will be doing with the $50 million in funding it just raised. And Marshall said his latest update that he is willing to reconsider his withdrawal from the service if Flipboard figures out a way to offer him the same kind of advertising-related income it says larger partners are getting:
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The biggest selling point for Flipboard is that content that appears inside the app looks great — in many cases, better than it does on the publisher’s own website — and that includes advertising. It looks very much like a printed magazine, which is kind of the whole point. McCue’s pitch is that this allows for a form of large-scale display ad that very few online publications are doing, and that this will help take advertising back to what it was in the good old days of magazine publishing, which will ultimately result (and allegedly is resulting for some) in sharply higher revenue...
...The biggest selling point for Flipboard is that content that appears inside the app looks great — in many cases, better than it does on the publisher’s own website — and that includes advertising. It looks very much like a printed magazine, which is kind of the whole point. McCue’s pitch is that this allows for a form of large-scale display ad that very few online publications are doing, and that this will help take advertising back to what it was in the good old days of magazine publishing, which will ultimately result (and allegedly is resulting for some) in sharply higher revenue...http://gigaom.com/2013/10/19/flipboard-says-that-it-really-wants-to-help-publishers-not-take-advantage-of-them/?utm_source=General+Users&utm_campaign=7a601bfdc8-c%3Amed+d%3A10-21&utm_medium=email&utm_term=0_1dd83065c6-7a601bfdc8-99152541