Mobile gets more attention, brings little money

Newspaper publishers are embracing mobile platforms – iPad, tablet, e-reader and smart phones – more this year than last and say mobile will be important for their future but there’s still not much money on the horizon, according to a survey by the Audit Bureau of Circulations.

The numbers show 87 percent of respondents saying mobile is receiving more attention at their publication than in 2009, and that 65 percent think digital delivery of their publication is important to their strategic future, up from 55 percent last year.

But only 37 percent of publishers surveyed said they expect mobile revenues to “significantly impact” their revenue streams within the next two years. And, “Despite the increased focus on the mobile market, publishers still believe that their print publication is valuable and will continue to exist,” E&P said. “Seventy-eight percent of respondents overwhelmingly disagreed that their publications would be delivered in a digital-only format within the next five years.”

While real money maybe a ways away if it ever comes from mobile platforms, publishers hope to make what they can through advertising and subscriptions. “Respondents said sponsorship, search, video and banner advertising have the greatest likelihood of success,” E&P said. “Many plan to offer consumers the option of purchasing a bundled subscription that may include a print publication, mobile app and website access all for one price.”

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