The biggest myth about mobile Web vs. mobile app question is that it’s an either/or, Cory Bergman, founder/general manager at the digital start-up Breaking News, explained at the INMA Mobile Strategies Conference in Seattle, Washington, USA.

“Increasingly, they both work in harmony together. One feeds the other ... and as deep linking increases, there’s more passing back and forth between the two.”

Expense is, of course, an issue. But “this is the new world we’re in” and media companies simply must invest, he said.

The biggest challenge to news media companies?

“There’s a self-fulfilling prophecy. They make apps that are merely Web sites in an application and then are befuddled because they don’t perform well. And then they blame apps as a platform for the lack of performance when in reality it was largely because the product was simply a mirror of the Web site.”