“Flipboard is a social magazine filled with all the the things your friends are sharing,” said McCue, who co-founded Tellme, the speech recognition service acquired by Microsoft (MSFT). “We’re trying to bring the timeless principles of print to social media.”

via kara.allthingsd.com

And, now we're really off to the races. THis is exactly the kind of conceptual flip that generates a ton of really interesting thinking. It's not, "how to bring the magazine to the iPad", it's "how to bring the timeless principles of print, to social media".