This week it was announced that the atomised news app Circa was going on an “indefinite hiatus” due to lack of funding in the app and, let’s face it, its lack of downloads. So in this world of short attention spans and bitesize info, what led Circa to such a grizzly fate? Circa was founded in 2011 in order to improve the experience of reading news on a mobile device, and was composed by a skeleton crew of human editors identifying stories and stripping them to a series of easily digestible sentences. One original feature was the ability to “follow” particular stories as they unfolded, receiving push notifications with each update. This often meant that they would broadcast notifications and break news to their readers before all other publishers besides Twitter. So far so revolutionary. Unfortunately for Circa, these widespread breaking news push notifications and bitesize updates were only truly helpful during huge international news stories, which by their very nature are rare (and as such unlikely to sustain any kind of publisher alone). At all other times, Circa’s offering of banal bullet points were increasingly irrelevant in an increasingly social and personality driven news industry. The fastest growing news organisations right now – think Buzzfeed and Vice — are characterised by highly personable and shareable content, to which Circa’s dishwasher-dull “news atoms” did not translate. (Although credit to them for avoiding Buzzfeed-style clickbait headlines!) If you take anything from Circa’s sad limp into the abyss, let it be that delivery, originality and shareability of content is as important to the success of your business as the message your content actually delivers to your audience. Did we mention that you can share your interactive and engaging Digifi-ed content across Twitter, Facebook, LinkedIn, Google+ and Pinterest?