Article pins have both a publisher/brand angle, and a consumer angle.
On the publisher side, Pinterest is pitching the new pin style as a way to extend the shelf life of online content. They’re also promoting the new way that articles are presented in these pins — headline, author and story description show right on the pin, and there’s a more obvious link to the article source than you see on traditional pins.
On the consumer side, Pinterest is pitching this as a sort of bookmarking service like Delicious.com, Evernote or Pocket. The company is encouraging users to create a “Pinterest reading room” with special boards just for articles that they don’t have time to read immediately — i.e., the popular “pin now, read later” that you see a lot of members use when pinning.
For now, the new article pins are only available to a small group of publishers that includes The Guardian, The New York Times, Rolling Stone, Huffington Post and so forth. There’s further information on opting in to rich pins on the Pinterest developers’ site.