Hasta La Creative!

Tapestry, a new consumer app from Betaworks designed to improve the reading experience for mobile devices, has secured its first advertising deals with Unilever’s Dove and GE.

The mobile app, which has 2,000 mostly long-form stories and allows users to subscribe to authors, is part fo a portfolio of Betaworks startups attempting to reinvent content, including Chartbeat, Bitly, Social Flow, Digg and Instapaper.

Users of Tapestry can "tap" through stories, which now include some stories from brands. Dove’s “10 Girls Standing" is an inspirational narrative that explores the relationship between girls’ self-esteem and the choice to pursue what they love, part of a larger program Make Girls Unstoppable campaign.

Continue reading at AdAge.com