Gigaom

Most traditional media companies are still trying to handle the disruption that the web has caused in their business models and content strategies, and if they think about mobile at all it is via their iPhone or iPad app, or an awkwardly stripped-down mobile version of their website. But others are more than happy to try and conquer this new frontier: Prismatic, a San Francisco-based startup that is trying to build a customized newspaper for the digital age, has just launched an iPhone app that it says gives users a truly mobile-native way of reading the news, without all the pain they have gotten used to from traditional media.

Founder and CEO Bradford Cross said in an interview with GigaOM that he hopes the app will transform the way people think of the mobile web, by making it easier than ever for them to browse and discover content.

Cross…

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