This week we present examples of revenue opportunities unique to mobile devices, learn how NowThis News is creating social mobile video content for smartphone users, and find out how other newsrooms might learn from the Texas Tribune.

PART 1: Mobile revenue opportunities

Tablets and smartphones are emerging as the news platform of choice for many users, but it's not so clear how to generate significant revenue from mobile apps and iPad editions. We get some examples of how advertising is being adapted to the unique characteristics of mobile delivery from Robyn Scheck, advertising assistant manager at the Hearst App Lab; and David Stadelman, supervisor of digital strategy at Novus Media Inc.

Reporting by Sarah Harkins and Chelsea Stuart.

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Additional information:

Canadian newspaper La Presse found that interactive ads (such as ads that enabled users to experiment with different product colors) "captured a user's attention for an average of 9.4 seconds, compared to just 3.4 seconds for a static ad," according to this report from The Media Briefing. La Presse invested heavily in an advertising-supported free iPad edition along with a significant research effort, and says it is on track to recoup that investment within the next 18-24 months.

About a third of American adults now own a tablet computer, with ownership still skewed heavily toward high-income college graduates aged 35-44, according to data from the Pew Internet and American Life Project. However, "most younger adults own smartphones, regardless of income level."

Advertising sales on tablet are increasing, according to Kantar Media and the Publishers’ Information Bureau.

U.S. digital ad spending illustrates the continuous shift from desktop to mobile devices, according to eMarketer’s latest estimate.

PART 2: Social mobile video news

NowThis News is using visually oriented social video networks like Vine and Instagram to deliver news inside mobile platforms that 18- to 34-year-olds already call home. We hear from managing editor Katharine Zaleski about their approach to delivering video content and what they do differently from other news organizations.

Reporting by Laura Davison.

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PART 3: Learning from the Texas Tribune

Two outside observers are spending a year embedded inside the newsroom of the nonprofit Texas Tribune in an effort to find a more sustainable blueprint for digital news. We hear from Jake Batsell and Tim Griggs about how their research, funded by the Knight Foundation, could benefit both nonprofit and for-profit newsrooms.

Reporting by Chelsea Stuart.

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For more information:

As they work on creating a sustainability handbook for news organizations, the Tribune fellows are posting periodic updates to their website.

Reuben Stern  
Director of NYC Partnerships


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