Just a few years ago, it was easy to find a vast rack of magazines covering every interest niche imaginable at the big box store around the corner.  You could sit with a stack of magazines–and an overpriced coffee—and waste away the day.

Nowadays, people are spending less time at the magazine racks and more time with their mobile devices.

Quietly, Pinterest has become the (virtual) place people discover content around their interests.  Instead of tearing out a magazine page to save a delicious recipe, people are saving content to their Pinterest boards, so they can pull up the content on a mobile device when they are in-store.  And, “Flipping” through magazines, has turned into “thumbing” through Pinterest boards on a mobile device.

1014_forbes-cover-pinterest-110314_1000x1351Ahalogy released data this year showing that women are starting to spend more time with Pinterest than with magazines.  Then, in Sept., the New York Times ran a story highlighting how Pinterest is the #1 source of reader referrals for magazines like Self.  Last week we learned from Shareaholic that Pinterest is the #2 referral source for social content globally (behind Facebook).  Today, Forbes launched a cover story entitled Move Over Zuck.

Forbes believes that Pinterest’s revenue model will put Facebook/Twitter to shame over time.

If Pinterest is able to crack content discovery in the 21st century, Forbes may be right.   The interest graph that Pinterest has been building is exciting for content marketers around the globe.  As Pinterest heads toward its IPO and ramps up its monetization strategy, we’ll likely see a lot more press hit the streets about the power of this hybrid social network/visual search engine for content discovery.