Report: Microsoft, Yahoo, Apple Looking to Buy Social News Reader Prismatic

Part StumbleUpon and part Flipboard, for the past several years Prismatic has been developing a social news reader for iOS, Android, and the web. And now it is said to be in the sights of Microsoft.

TechCrunch reports that Prismatic is currently talking to a number of companies, including MS and Apple, about a possible acquisition. No party will confirm the story, but sources say MS is offering $30 million for the company.

Report: Microsoft, Yahoo, Apple Looking to Buy Social News Reader Prismatic Microsoft News Reader Social reading

Prismatic is an unusual choice. The company suggests content to users based on  their interests and based on the articles read by their social contacts. In addition, Prismatic also lets users promote, comment on, and share an article online.

Overshadowed by Flipboard, Prismatic reportedly hasn't managed to build a wide userbase. Its Android app only has between 5,000 and 10,000 installs in Google play, and according to App Annie its iPhone app never managed to achieve a high rank in either the social networking or news categories in iTunes.

And after having used it, I can see why.  Frankly, it's an underwhelming Flipboard knockoff. The app has a poor layout, a poor related content feature, and doesn't seem to want to update the stories it is suggesting after I decide I am no longer interested in a topic.  Where Flipboard for the web has me excited, Prismatic leaves me underwhelmed.

With an uncertain financial future and a lack of traction among users, now would be a good time to sell out and let a bigger company adapt Prismatic's tech. In the case of MS, that would probably end up being something like a Google Newstand or Flipboard competitor.

Nate Hoffelder

View posts by Nate Hoffelder
Nate Hoffelder is the founder and editor of The Digital Reader: He's here to chew bubble gum and fix broken websites, and he is all out of bubble gum. He has been blogging about indie authors since 2010 while learning new tech skills at the drop of a hat. He fixes author sites, and shares what he learns on The Digital Reader's blog. In his spare time, he fosters dogs for A Forever Home, a local rescue group.

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