New Mobile Ideas, Best Practices From API
Recognizing that journalism is now in the age of mobile, the American Press Institute today issued a report on how publishers should adapt their businesses and content for fast-growing mobile audiences.
“Unlocking mobile revenue and audience: New ideas and best practices” was released this morning. It is the result of a gathering of 40 leaders in mobile journalism who were brought together by API and Google.
“We have thoroughly entered the age of mobile news,” says Jeff Sonderman, API deputy director. “People are shifting so rapidly to smartphones and tablets, various data suggest, that mobile devices in the last year became the primary platforms for news. With that comes a whole new level of uncertainty and opportunity for news publishers.
The Thought Leader Summit covered many angles — from mobile content choices, business models, technology, to staffing and more. The day featured in-depth discussions, small working groups that made recommendations in areas of their expertise and participant surveys that explored how mobile works at leading organizations.
After the discussions and work groups, participants distilled the nine key concepts.
The ideas, and in some cases the words themselves in the report, are drawn from the participants.
“We don’t imply that every summit participant endorses every idea or view expressed in this white paper, but collectively they deserve credit for any wisdom you find useful in the chapters that follow,” Sonderman noted.
The nine concepts are:
- A mobile-first organization has editorial, technology and business teams working together in new ways
- Mobile news presentation should be different from Web or print
- Mobile and social media are intricately linked
- Mobile apps and mobile websites are for quite different audiences
- What it really means to “engage” a mobile user
- What to know about the “second screen” and “utility” behaviors of mobile users
- Advertisers buy audiences, not publications or platforms, and data is the key
- Mobile advertising needs more creative thinking
- How to hire or promote for mobile jobs
“We know at API from our own research conducted with the Associated Press and the National Opinion Research Center at the University of Chicago that a majority of American adults now get news on mobile phones — and that it not limited to the youngest age groups,” says Sonderman. “At the same time, people continue to use traditional platforms like desktop websites, newspapers, TV and radio as well, but mobile is growing fast and is changing users’ behavior and expectations.
“What we heard from our summit participants is that mobile requires news organizations to transform how they function internally, present content, sell advertising and engage users.”