The New York Times has signed a deal with Flipboard, the popular news and social media browsing app. The Times reports that starting Thursday, its subscribers will be able to view every article, video, photo slideshow and blog post through the app, while non-subscribers will have the chance to flip through select content for free.

The Times decided to strike a deal with Flipboard after learning that 20 percent of its subscribers read articles through third party apps.

If you’re not familiar with Flipboard, it operates much like it sounds. You can select the sources you enjoy — such as Time, The New Yorker, Twitter, etc. — and the app pulls articles from the publications and content from social networks and presents them in a clean, flippable magazine layout.

Flipboard is available for free on the iPhone and Android smartphones, as well as the iPad, Nook and Kindle Fire.