London-based Publisha has launched a new product and coined a new digital media term in one fell swoop – the company is targeting bloggers and independent digital publishers with its ‘apptop’ publishing device, designed for distributing content across a range of mobile devices and social networks.

Essentially it provides one content management system to create a basic website, Facebook ‘articles’ tab on your fan page, an iPad and smartphone application and is developing analytics, Twitter integration and an ad-serving platform.

“Publisha offers a new way of bringing content to readers. Unlike PDF readers, we’re not trying to replicate print magazines, but rather focus on offering a service to bloggers, writers and publishers who don’t want the constraints of a traditional magazine layout. Publisha allows even small teams to easily publish across multiple digital platforms, gain readers effectively and monetise their work in a complete ecosystem,” says Publisha’s CEO Ian Howlett in a release.

But the company is particularly interested in Facebook applications – it sees these as a way for specialist and more niche publishers to find readers with common interests and open up a network. Creating news feeds to Facebook fan pages is at present rather unintuitive and clunky – tools like Publisha could offer an easier way around this, though more customisation would be a plus. See it in action on the Facebook page for US bridal magazine Bodas USA: