How publishing platform FOLD helps you explain to readers what they need to know and keep them on your website

On Wednesday, a team of former MIT students launched FOLD, a new publishing platform designed to help “storytellers to structure and contextualize stories.” Authors can add “context cards” directly to their story within the platform, and cards can contain anything from videos to maps to tweets. Instead of linking out from a story, FOLD helps the reader stay on your story page and builds a richer story right on the page. FOLD is being launched without a clear business model as a platform and an open-source codebase. The team’s former teacher Ethan Zuckerman says: “I don’t think we know what FOLD is good for yet, and I think that’s exciting. It’s possible that FOLD becomes an alternative to platforms like Medium, a place that encourages people to write beautifully on a beautiful platform.”