Today Intel (s INTC) is launching a Flipboard-like digital magazine, “iQ by Intel,” that aims to attract “a younger audience” through a blend of employee-curated content and original stories. iQ is designed to be read on smartphones and tablets. So far, it’s mostly a lot of pieces from TechCrunch and Mashable.
iQ editor-in-chief Bryan Rhoads tells AdAge that iQ’s goal is to “connect with a younger audience and tell them the bigger story of who we are as a brand. Many of them don’t know, so we need to tell them the story of Intel that is beyond PCs and beyond processors.”
Hope you kids like a lot of stories from those old-fashioned blogs, because that’s mostly what’s here: Right now iQ’s front page is made up almost entirely of stories from The Next Web, TechCrunch, Mashable and Engadget. There’s also some original content — bloggy stories like “Gamification breaks rules in the classroom” and “5 iconic soundbites in tech.”
A bar at the top of the page highlights three original stories: “What does your biometric shirt say to you?”, “What does the average design student have in their bag?” and “Schools powered by the sun.” Each of those stories has been shared zero times.
The project is reminiscent of the “Free Press” news section that Intel launched on its site in 2010 in an effort to get tech blogs to cover Intel more often. Free Press, though seemingly little read, is still running, and says it covers “interesting behind-the-scenes stories that provide insight into what’s going on inside Intel and indirectly, the tech industry.”
To be fair, it is only iQ’s first day and it has a big goal: “iQ is here to remind us on how fast we’re moving as a global culture, to be cognizant of how far we’ve come and to reflect on where are planet is headed.” Also, to remind the youngs that Intel thinks tablets are cool, too.