Traditional print media companies are refining their business models for mobile. Publishers believe that the new popularity of e‑readers and tablet computers make the channel more viable. As a result, 59% of surveyed publishers say they have a plan for generating revenue from their mobile platforms.
As publishers contemplate the mobile channel, most see revenue coming from a solid mix of subscriptions and advertising. In the next 2 years, 57% of publishers expect to see increased ad revenue and 49% believe their mobile subscription revenue will rise. And, advertising streams should originate as follows:
- Search 67%
- Store locators 65%
- Banners 64%
- Sponsorships 62%
- Videos 62%
Currently, about 80% of magazine, business publications and newspapers share some of their content through mobile devices.
While not all publishers are ready to agree that the future is completely digital, about 25% agree that mobile visits are driving more traffic to their websites – somewhere in the range of 11–15%. And about half of these publishers say that within 2 years, about 25% of website impressions will be driven by mobile.
To attract more marketers, publishers plan to provide more information for mobile traffic such as listing out access statistics and time spent on the site. For now, publishers are releasing native apps for major operating systems such as Apple, Android and Blackberry. While they agree that Apple has set the standard for graphical and navigational excellence, the company’s pricing policies drives many publishers to say they will be looking for alternatives in the future. But one thing seems certain, mobile is growing as an opportunity for publishers, and even those who have been holding back because of cost may find themselves developing a strategy for this platform.[Source: Going Mobile: How Publishers Are Maturing and Monetizing Their Offerings. Accessabc.com. Mobile 2011. Web. 6 Dec. 2011]