Time.com BlackBerry app

Time.com news content has never been farther away on a BlackBerry phone than a good RSS reader like Viigo. On Monday, Time launched its own reader, for the brand's content alone. Time.com for BlackBerry is a free, ad-supported application that mimics Time.com's Web experience, albeit through a wisely pared-down interface.

The graphics-rich application shines in Time's signature carmine hue. Buttons along the top strip navigate to top stories, popular stories, lists (including 50 Essential Travel Tips and 10 Big Recession Surprises), and photo galleries. Keep scrolling to the right to pick up a fifth, hidden button--More--from which you're able to browse categories that have been condensed in the interest of saving space. For now, video isn't supported.

Time.com's straightforward application is easy to navigate by scrolling and clicking stories. Text loads quickly, but if you're in data and Wi-Fi dead zones, thumbnails make a scattered appearance. You can switch to a lighter text view, which strips out the thumbnails, but retains the red border and graphical navigation buttons.

When you're done reading, four buttons at the bottom of each page let you send the article to yourself or to a friend, post on Delicious, or share via Twitter.

Personalizing the feed is the Time.com reader's best feature. Scroll through the list to approve or nix categories you'd like promoted in the Top Stories home screen. Swampland, pass. Nerd World, check.

Time.com's application for BlackBerry is available by pointing the mobile browser to app.time.com.

Jessica Dolcourt reviews smartphones and cell phones, covers handset news, and pens the monthly column Smartphones Unlocked. A senior editor, she started at CNET in 2006 and spent four years reviewing mobile and desktop software before taking on devices.