Magazine article Editor & Publisher

Timeline for Newspaper Mobile Success

Magazine article Editor & Publisher

Timeline for Newspaper Mobile Success

Article excerpt

When Clyde Bentley saw that Gartner Research was predicting mobile phones overtaking computers as the most common Web access device worldwide by 2013, he took it as a challenge.

"This is a killer deadline--within 35 months, the whole newspaper industry needs to move its emphasis from the static Web to the mobile Web," he wrote last month. "From 17-inch displays to 3-inch displays. From full keyboard and mouse to one-handed navigation. And you can't really wait until the deal is done if you want to be a major player in technology. If Gartner's prediction is accurate, newspapers really have just 18 to 24 months to position themselves as the leading news content provider for mobile platforms." Clyde Bentley Bentley, an associate professor at the Missouri School of Journalism and the 2009-10 Reynolds Fellow at the Donald W. Reynolds Journalism Institute, offers this timeline--what he calls a "hellish but doable schedule" for a newspaper mobile strategy:

February 2010

* Gartner predicts mobile will replace PC in Web access by 2013

March 2010

* Research the cell provider/handset type in newspaper's market area

April 2010

* Key editors have smartphones

May 2010

* Designate mobile editors June 2010

* Post Mobile edition (MWeb) online content

July 2010

* Text-message alert systems activat ed; reader mobile phone numbers collected

August/September 2010

* Train news and ad staff on mobile potential

October 2010

* Have apps for iPhone Android. …

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