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Mobile Media Marketing for Magazines

23 Jun 2011

A study of the Top 100 media publications in the United States by 2ergo found that 84 per cent of the publications have a mobile website, a mobile application or both. Mobile sites were the most common, followed closely by iPhone applications, with Android and BlackBerry applications lagging.


The study investigated Burrelles Luce's 2011 Top Media Outlets list of daily newspapers, popular blogs and consumer magazines, and found that:

 

  • Seventy percent of the top 100 publications have a mobile site and 71 per cent of them have released an iPhone, Android or BlackBerry mobile application
  • Daily newspapers lead the way in providing mobile-friendly experiences with 86 per cent of them having a mobile site. Bloggers followed with a healthy 64 per cent, while the top consumer publications lag behind with only 44 per cent having a mobile site.
  • Newspapers lead the way in smartphone applications with 92 per cent of them having released at least one app. 88 per cent have an iPhone app, 38 per cent have an Android app and 36 per cent have a BlackBerry app. 28 per cent have all three types of applications.
  • Of the consumer publications, 64 per cent have released at least one smartphone application, followed by bloggers at just 36 per cent
  • The majority of newspapers have chosen to monetize their mobile websites with 66 per cent of them doing mobile advertising
  • here are more than double the number of iPhone apps than Android apps from the media outlets surveyed


Michael Scully, Market Director at 2ergo Americas, says "... the number of overall mobile subscribers accessing the mobile web continues to increase at a rapid pace... one of the most popular categories is news... "


Scully continued "... many newspapers and consumer publications chose to launch a smartphone application before a mobile site, despite the fact that the mobile web has the potential to reach a wider audience at a lower cost..."


The study found media publications that offer readers exceptional mobile experiences focus squarely on providing up-to-the-minute news, leaving traditional items such as editorial and features to their print and online properties.


And, in the United Kingdom, says 2ergo, Of the 719 UK print media titles studied, only 11 per cent, are using mobile websites to reach the widest audience possible.


For more information, please visit here.

 

Source: Mediapost



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