NBC News will shut down its Breaking News brand on Dec. 31, the service’s co-founder Cory Bergman notified Twitter followers on Thursday.
Bergman followed up his initial tweet with a series of messages detailing the situation.
“We’re true believers of news that isn’t designed for clicks, but a service that helps people and companies make smarter, safer decisions,” he wrote. “As we discovered, such a model doesn’t fit with advertising, and despite a surge of interest in our premium data, the money has run out.”
He added: “It has been the greatest honor to work with such a talented team: the industry’s best minds in mobile/social innovation,” and encouraged employers to “hire them.”
TheWrap has confirmed through an NBC News spokeswoman that Breaking News is shutting down.
The Breaking News app is designed to help alert users of news they want to receive, as opposed to competitors which have designed their entire business models “based on bugging you,” the company’s website states.
Breaking News uses editors to monitor social media and alert users to stories that are “uniquely important to you.” Breaking News’ Twitter account has 9.43 million followers.
“NBC News will retain ownership of the handle and account but plans beyond that have not yet been decided,” an NBC News spokeswoman told TheWrap about the Twitter account.
The Breaking News co-founder thanked NBC for “taking a bold bet and financing us for so long,” adding that “Nobody has done what we’ve done, and we’re damn proud of it.”
Bergman concluded the tweet storm with: “Stay tuned for more later, including details on how you can hire the best mobile/social talent in the business.”
Bergman’s tweet was met with dismay from Breaking News fans. Here’s a sampling:
https://twitter.com/JoshuaChavers/status/806921778929004544
very sad to hear that. I love your breaking news app.
— Jigsha Desai (@jigsha) December 8, 2016
I'm so sorry to hear this. I've been a longtime follower and reader of @BreakingNews
— Ingrid (@ingridlunden) December 8, 2016
WHAT???? Best news site ever!
— Mark Potts (@pottsmark) December 8, 2016
https://twitter.com/NishaChittal/status/806920187505045504
@Lavrusik Wait. Why does abandoning 9 milllion+ followers make sense again?
— Nick Blackhall (@NickBlackhall) December 8, 2016
sorry to hear this, Cory. Congrats on building an excellent mobile news product. I feel you, as we put @goKicker on ice in Oct.
— Holly Ojalvo (@heoj) December 8, 2016
I'm so sorry to hear this man. You and your team did some incredible work.
— Tauhid Chappell, RP??⚖️ (@TauhidChappell) December 8, 2016
Whoa. You guys are terrific. I'm sad to see BN go but individually I wish y'all the best.
— Brett Rosner (@Brosner85) December 8, 2016
Very sorry to hear this. You should indeed by very proud of what you and the team have done Cory. I'll be in touch soon.
— David Clinch (@DavidClinchNews) December 8, 2016