Conde Nast has always struck me as being pretty far behind the curve when it comes to leveraging their print presence in the online world. While their magazine sites have improved somewhat over the past year they are certainly not breaking any new ground.
Now comes word that one of the few large-scale efforts to come out of the Conde Nast tower, Flip.com, is being shut down.
No surprise there. The site, a social networking site aimed at teen girls, was based around the concept of a flipbook. Um, a flipbook? Seriously? That’s your big hook to catch teen girls? What teen girl has ever even seen a flipbook?
It never fails to shock me just how out of touch and out of sync major publishers can be when it comes to connecting with youth online. Still, a flipbook? Why not base the site on Zoetropes or View-Finders?