Earlier this week, a new site for storytelling launched, aiming to connect traditional news with today's content consumer. For a bit, as reporters and general consumers toyed with the new idea, it seemed like a hit.

Today it feels like a site that had its seven minutes of fame and will now be a footnote along the way to redefining journalism.

Fold launched to great applause, adding the opportunity for content creators to augment their stories with a sort of flipbook of images and videos (in a sense, the website would make for an interesting PR tool, much like PitchEngine or the social media press release).

For me, though, the functionality is interesting, but not necessarily game-changing.

Just another thing to consider for PR folks.