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Breaking News for Mobile Advertising Agencies Circa 1605

Mobile adver­tis­ing agen­cies may be inter­est­ed in a brand new “break­ing news” iPhone app. Circa1605, crafti­ly named after the year the world saw its first news­pa­per, has devel­oped an app specif­i­cal­ly designed for smart­phone users who like to keep abreast of the news with­out all the fluff. Atoms of news CEO Matt Gal­li­gan believes the news options cur­rent­ly avail­able for smart­phone users are plen­ti­ful but not par­tic­u­lar­ly good.  With the Cir­ca app, he explains, news con­tent “gets a dif­fer­ent design, so that it fits on the screen and the fonts look appro­pri­ate, but the con­tent itself hasn’t changed. The time that you con­sume with this device is dra­mat­i­cal­ly dif­fer­ent.” In an approach that has drawn com­par­isons with some mobile phones adver­tis­ing cam­paigns, lengthy report­ed arti­cles are sup­plant­ed by short, punchy bits of infor­ma­tion about head­lin­ing events across the world.  The “bits” (or “atom­ic units of news” in Circa’s lan­guage) are aggre­gat­ed and forged into coher­ent­ly short sto­ries by the company’s 12 writ­ers based in the U.S., the U.K. and Chi­na. Gal­li­gan likens each “atom­ic unit” to a flash­card – but a con­tin­u­al­ly updat­ed one that brings devel­op­ing news on a spe­cif­ic top­ic at the tap of a but­ton. The tech­nol­o­gy…

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