Print Publishers Leaping into Mobile, Says Survey

Print media might be on its way to extinction, but mobile is content’s CPR. The digital advertising and publishing market is poised for growth, thanks to new mobile devices and advances in applications and technology.

A new survey from the Audit Bureau of Circulations says that print publishers are focusing on the mobile market as the major opportunity to expand their brands, reach new audiences, and generate additional revenue, all while offering advertisers the chance to reach hyper-targeted audiences.

“Although the mobile market is in its early stages, it offers tremendous
opportunities for marketers to reach and interact with audiences,” said Edward Montes, executive vice president and managing director of Havas Digital North America, in a statement.

With nearly 4,000 members in North America, ABC is a forum of the world’s
leading magazine and newspaper publishers, advertisers and advertising

Survey Highlights

—  More than 80 percent of newspaper and magazine respondents believe people will rely more heavily on mobile devices as a primary information source in the next three years.

—  Nearly 70 percent of respondents agree that mobile is receiving more attention at their publication this year than last.

—  Forty-four percent of respondents who track mobile’s impact on their Web site traffic said the devices increased visits by up to 10 percent today. Half believe mobile traffic to their Web sites will increase by five to 25 percent in the next two years.

—  Among senior executive respondents, 56 percent said their publication has plans to develop a smartphone application in the next 24 months,
in addition to the 17 percent of respondents who already have an app in production.

—  Nearly a third believe that mobile will have a significant impact on their publication’s revenue in just three years.