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Twitter ‘acqui-hires’ the team from subscription news app, Brief
Twitter’s recent acquisition spree continues today as the company announces it has acqui-hired the team from news aggregator and summary app Brief. The startup from former Google engineers launched last year to offer a subscription-based news summary app that aimed to tackle many of the problems with today’s news cycle, including information overload, burnout, media bias and algorithms that promoted engagement over news accuracy.
Twitter declined to share deal terms.
Before starting Brief, co-founder and CEO Nick Hobbs was a Google product manager who had worked on AR, Google Assistant, Google’s mobile app, and self-driving cars, among other things. Co-founder and CTO Andrea Huey, meanwhile, was a Google senior software engineer, who worked on the Google iOS app and had a prior stint at Microsoft.
Image Credits: Brief
While Brief’s ambitious project to fix news consumption showed a lot of promise, its growth may have been hampered by the subscription model it had adopted. The app required a $4.99 per month commitment, despite not having the brand-name draw of a more traditional news outlet. For comparison, The New York Times’ basic digital subscription is currently just $4 per week for the first year of service, thanks to a promotion.
Twitter says the startup’s team, which also includes two other Brief employees, will join Twitter’s Experience.org group where they’ll work on areas that support the public conversation on Twitter, including Twitter Spaces and Explore.
While Twitter wouldn’t get into specifics as to what those tasks may involve, the company did tell TechCrunch it hopes to leverage the founders’ expertise with Brief to build out and accelerate projects in both those areas.
Explore, of course, is Twitter’s “news” section, where top stories across categories are aggregated alongside trending topics. But what it currently lacks is a comprehensive approach to distilling the news down to the basic facts and presenting balance, as Brief’s app had offered. Instead, Twitter’s news items include a headline and a short description of the story, followed by notable tweets. There’s certainly room for improvement there.
It’s also possible to imagine some sort of news-focused product built into Twitter’s own subscription service, Twitter Blue — but that’s just speculation at this point.
Twitter says it proactively reached out to Brief with its offer. As part of its current M&A strategy, the company is on the hunt for acquiring talent that will complement its existing teams and help to accelerate its product developments.
Over the past year, Twitter has made similar acqui-hires, including those for distraction-free reading service Scroll, social podcasting app Breaker, social screen-sharing app Squad, and API integration platform Reshuffle. It also bought products, like newsletter platform Revue, which it directly integrated. The company even held acquisition talks with Clubhouse and India’s ShareChat, which would have been much larger M&A deals.
“We’re really glad we ended up at Twitter,” Hobbs told TechCrunch.
“Andrea and I founded Brief to build news that fostered a healthy discourse, and Twitter’s genuine commitment to improve the public conversation is deeply inspiring,” he said. “While we can’t discuss specifics on future plans, we’re confident our experience at Brief will help accelerate the many exciting things happening at Twitter today,” he added.
Hobbs said the team remains optimistic about the future of paid journalism, too, as Brief demonstrated that some customers would pay for a new and improved news experience.
“Brief pioneered a fresh vision for journalism, focused on getting you just the news you need rather than as much as you could withstand,” remarked Ilya Kirnos, founding partner and CTO at SignalFire, who backed Brief at the seed stage. “That respect for its readers made SignalFire proud to support founders Nick Hobbs and Andrea Huey, who are now bringing that philosophy to the top source of breaking news — Twitter.”
To date, Brief had raised a million in seed funding from SignalFire and handful of angel investors, including Sequoia Scouts like David Lieb, Maia Bittner and Matt Macinnis.
As a result of today’s deal, Brief will wind down its subscription app on July 31. The company says it will alert its current user base today via a notification about its forthcoming shutdown but the app will remain on the App Store offering new features that allow users to explore its archives.
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Google revives RSS
Chrome, at least in its experimental Canary version on Android (and only for users in the U.S.), is getting an interesting update in the coming weeks that brings back RSS, the once-popular format for getting updates from all the sites you love in Google Reader and similar services.
In Chrome, users will soon see a “Follow” feature for sites that support RSS and the browser’s New Tab page will get what is essentially a (very) basic RSS reader — I guess you could almost call it a “Google Reader.”
Now we’re not talking about a full-blown RSS reader here. The New Tab page will show you updates from the sites you follow in chronological order, but it doesn’t look like you can easily switch between feeds, for example. It’s a start, though.
Image Credits: Google
“Today, people have many ways to keep up with their favorite websites, including subscribing to mailing lists, notifications and RSS. It’s a lot for any one person to manage, so we’re exploring how to simplify the experience of getting the latest and greatest from your favorite sites directly in Chrome, building on the open RSS web standard,” Janice Wong, product manager, Google Chrome, writes in today’s update. “Our vision is to help people build a direct connection with their favorite publishers and creators on the web.”
A Google spokesperson told me that the way the company has implemented this is to have Google crawl RSS feeds “more frequently to ensure Chrome will be able to deliver the latest and greatest content to users in the Following section on the New Tab page.”
RSS was one of the fundamental technologies of the Web 2.0 era. Even today, it’s still the easiest way to get timely updates from your favorite sites (though some may not offer feeds anymore) without any recommendation algorithms getting in your way. Yet while RSS was always extremely useful, the user experience wasn’t always ideal, though services like Google Reader (RIP) and Feedly did a lot to make it simple enough to subscribe to feeds and get updates. But when Google offered Google Reader at the altar of Google+ back in 2013, that era came to an end, even as diehard news junkies kept holding on to their Feedly accounts and old copies of NetNewsWire.
I think a lot of people will be glad to see that Google is bringing it back as a core feature of its browser. If you prefer an open web, RSS, for all its occasional clumsiness, is the way to go.
For now, though, this is only an experiment. Google says it wants to gather feedback from “publishers, bloggers, creators, and citizens of the open web” as it aims to build “deeper engagement between users and web publishers in Chrome.” Hopefully, it won’t stay this way.
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Finding the right reporter to cover your startup
Pitch the wrong reporter or publication, and your story won’t see the light of day.
Before you start seeking press, you’ll need to look for reporters who have reach, respect and expertise when you choose who to talk to. You’ll also need to be prepared to accept the truth about your business, even if it hurts. It’s critical that you find a writer who’s a good fit for the business you’re building and the audience you’re seeking.
If you don’t use a strategic approach when reaching out to journalists, you’ll get few responses, fewer meetings, and articles that either misrepresent you, shortchange you, or blow up in your face. The goal isn’t just to secure positive coverage, because no one will believe it; startups are tough. There are challenges and setbacks and scary looming questions. But an honest article from a respected voice with a big enough audience can legitimize a business as it tries to turn vision into impact.
Here we’ll discuss how to find the publication and reporter who understands you and can tell the story that aligns with your objectives. In part one of this series, we detailed why you should (or shouldn’t) want press coverage and how to know what’s newsworthy enough to pitch.
In future ExtraCrunch posts, I’ll explore how to hire PR help, formulate a pitch, deliver it to reporters, prepare for interviews and conduct an announcement. If you have more questions or ideas for ExtraCrunch posts, feel free to reach out to me via Twitter or elsewhere.
Why should you believe me? I’m editor-at-large for TechCrunch, where I’ve written 4,000 articles about early-stage startups and tech giants. For 10 years, I’ve reviewed startup pitches via email and Twitter, at demo days for accelerators like Y Combinator and on stage as a judge of startup competitions. From warm introductions to cold calls, I’ve seen what gets reporters’ attention and why stories become enduring narratives supporting companies as they grow.
Deciding which publications to target
Which publications do you currently read and respect?
Starting here ensures that you’re approaching PR from a place of knowledge with personal context rather than going by what someone else tells you. But you also have to consider which publications appeal in that way to your target demographic. For example, if you’re aiming to reach teens, parents, or Chief Information Officers, you’ll have very different target publications.
If you appeal to a niche audience aligned with a specific publication, you can definitely score some leads and installs, priming the pump so when users hear about you again, they already have a positive association for your brand. You can score SEO to help your get discovered when people search for keywords related to your business, but if you’re looking for user growth or SEO, be sure to work with a publication that links to the websites and apps they write about, as many don’t. But if you’re hoping for ‘the servers are on fire we’ve got so much traffic’ attention, you need to first build network effects and viral loops directly into your product.
Once you identify a realistic objective for gaining press coverage, you can figure out which reporters and outlets will best help you achieve your goals.
Typically, you’ll aim to work with more prestigious publications and writers first, as they can inspire other outlets to write up follow-on coverage. It rarely works the other way around, since top publishers want to be seen as first to a story and forging trends rather than following them with late coverage. These outlets often have greater reach in terms of home page traffic, social following, SEO and shareability.
The exception to this strategy: if there’s a specific writer at a less-prestigious publisher who’s renowned as the expert in your space whose word has more weight, or if that publication better aligns with your overall goals. For example, you might want to work with a transportation expert like Kirsten Korosec if you’re an electric car company, or a publication focused on startups like TechCrunch if you’re trying to stoke fundraising. If you’re a more general mainstream consumer business or are seeking maximum growth, you might instead choose a popular national newspaper with a big circulation.
Who should tell your story?
After you’ve set goals and have an idea regarding the kind of publication or journalist you want to work with, it’s time to build a ranked list of specific reporters. Here, expertise is key.
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