What can a publicist learn from Circa?

While much of the journalism/PR world recoils in semi-horror, I'm finding Circa to be pretty damn intriguing.  And is it really that far away from other innovations. In many ways, Circa reminds me of at least three other innovations in news gathering:

• Storify, the curating tool that allows users to grab the essentials from all over the web and to rearrange them into a curated story.
• The social media news release, the somewhat quixotic attempt to redesign the boring news release into a format that reporters would find actually useful.
• USA Today, which "broke" the newspaper back in the 1980s much the same way that Circa is attempting to redefine news for an online generation -- to much of the same howls of derision. (It now vies with the Wall Street Journal for the largest national circulation in the U.S.)

Mobile publicists (and content journalists in general) should pay careful attention to Circa. It may be showing us a better way to package our content and to attract a 21st century audience.