Moving to Mobile

The news is out: Every month, cell phone users are upgrading to better phones equipped with mobile browsers. Today, there are about 40 million active users of the mobile Web, according to Nielsen Mobile. And no sooner do people discover their mobile browser than they begin experimenting to see which of their favorite Web sites are optimized for a cell phone. 

Setting up a mobile Web site and text-messaging program is not hard, and taking advantage of the medium is extremely important for newspapers.

"Moving to Mobile" is a growth and development guide from the Newspaper Association of America that covers the many aspects of mobile for newspapers. This includes information on advertising and local search, setting up and running mobile programs, reaching youth and the state of e-readers. It also includes case studies from newspapers finding success in this area.

"Wireless can offer newspapers a distribution platform that can provide a new source of revenue...."

- Mark Desautels, Vice President, CTIA – The Wireless Association

Moving to Mobile

• Introduction: Newspapers and the Mobile Future 

MOBILE CONTENT

• SMS Programs: Potential in 160 Characters or Less 
• Wireless News: Small Sites, Big Returns 
• How Newspapers Can Cell Themselves to Youth 
• E-Readers: The Next Generation of the Printed Page

REVENUE

Mobile Advertising: The Next Big Thing Hasn't Arrived (But It's On Its Way)
• Part 1: Capabilities and Challenges
• Part 2: Banners and 2D Codes
• Part 3: Classifieds, Videos and Other Formats
  
• The Tipping Point for Mobile Local Search 
• A Little Too Personal: Privacy Concerns Dot Mobile Revenue Landscape

CASE STUDIES

• The New York Times 
• TBO.com 
• The Cincinnati Enquirer 
• Reuters

PODCASTS

• Matt C. Jones (Gannett)
• Sharon Knitter (Cars.com)

INFORMATION

• Statistics and Additional Resources
• Credits 

First Published:
July 31, 2008