Mobile technology has been replacing the traditional web service for news access. Here are six advices for news publishers that tells why and how to embrace the technology:
- Move aggressively to mobile immediately
Don’t wait for revenue to materialize. Here is what the statistics say: Smartphone ownership grew from 30 percent in 2012 to exceed the 50 percent mark. Americans now possess 50 million tablets. Even, credit of 37 percent of online browsing goes to mobile, two-third to tablet users and 50 percent of mobile users use the device to read news. Moreover, Adobe Digital reports that minutes spent on tablets have exceeded the smartphones globally. And if you think this is all, read on. Buzzfeed states that 45 percent of its traffic comes from mobile users. ESPN also reported 59 percent increase in mobile traffic last year. The data speaks for itself why the need to adopt mobile as news feed medium has gained momentum.
- Mobile deepens engagement
The users can access information on the go in the palm of their hand. That makes mobile a popular tool that has an overall more convenient usage. The companies need to cash on this growing interest and create a dedicated user base. The recently held Borrell conference on online local advertising focused on effectiveness of mobile to spread news.
- Think app
Apps are an invincible weapon of mobile world that the new touch interface computers are trying to adapt to. Of every five minute, four are spent on apps and the remaining one on browser. News companies should take a note of the limited real estate on smart devices and try to monetize it. Apps like Google Play, iTunes, Google search or Facebook are few of the top Apps available. All of them have gained extreme importance for their easy dedicated access and in turn generated shockingly good revenues. It has to be kept in mind that users hate browsing via address links in small screen like they do in the Web world. Separate apps for sports, neighborhoods, shopping, real estate or other issues, the developments are right now at infancy.
- Content is the King
Evening news, be it paper or TV, varies from a morning one. Such time specific content can strengthen the mobile news marketing. It needs to be mentioned here that smartphone users surf mostly in peak office time while the tablet usage peaks around 5 P.M.
Finally, local publishers may help local retailers. Local news publishers can assist local businessmen to show their items and the price range so that the customer can get a glimpse before buying as they do it in a showroom. The business strategy can enter a new era if the publishers focus more on the online route before Google or Apple ends up popularizing it.
