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Mobile

“INMA Knows” is a content surfacing project designed to personally curate all association resources on a single subject of high interest to INMA members

Introduction

Mobile comes in many forms these days: mobile Web, ads, apps, deals and discounts, and social media, location-based services. These platforms come with opportunities and challenges. INMA dives into case studies and strategic advice as mobile continues to grow in its importance as a key part of media's digital audience strategy.

Dawn McMullan

— Dawn McMullan, INMA

Exclusive INMA material on “Mobile”

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Economist reaches new audiences with Instagram

Having already made the transition from a weekly print publication to a digital destination, The Economist took on a new challenge: leveraging Instagram as a way to deliver the news — especially to younger readers.

22 August 2022

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The Economist is reaching new audiences on TikTok

After finding success on Instagram, The Economist turned to TikTok in hopes of delivering journalism to new and younger audiences in a format they were familiar with. The account has generated more than 1 million likes and more than 220,000 followers since its launch in July 2022.

01 May 2023

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New York Times’ digital strategy laid the foundation for its product strategy

For The New York Times, cultivating digital led to new journalistic efforts, new product features, and new revenue capabilities.

26 July 2021

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GQ’s short-run newsletter course bests daily newsletter open rate by 160%

GQ created the “How to Do More Push-Ups” newsletter as a 17-day course while people were under lockdown due to the pandemic, kicking off its e-mail programme and drawing in new subscribers.

17 May 2021

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Economist drives digital engagement in 2020 through social media

The Economist leveraged its social media channels to drive engagement during 2020, specifically around the coronavirus and U.S. elections. During the latter, its Web site enjoyed record traffic.

19 April 2021

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How publishers can successfully rebundle the news

Rebundling the physical newspaper for a digital world can be done, but it comes with its own set of challenges. Research from Twipe, as well as a look at Aftenposten frequency of visits and share of sessions, bring key audience insights.

21 September 2021

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Newsday used graphics, video, and a 6-foot dog to gain digital subscribers

In a bid to increase subscribers, monetise video, and reach younger, diverse audiences, Newsday is using its digital platforms in new ways.

06 September 2022

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The Independent shares e-commerce strategies for new revenue

During Tuesday’s Webinar, INMA members learned about some of the trends in e-commerce and how it is reshaping the news media industry, including how it has helped The Independent diversify its revenues. The media company is on track to bring in half its revenue from non-advertising sources this year.

02 November 2022

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Is the mobile Web or an app right for your media company?

How do users interact with news media brands in mobile and apps? An INMA Product Initiative Meet-up delves into this topic, asking one big question: Is an app right for your news media company?

15 September 2021

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8 trends define the future of mobile

Technological developments over the past couple of years will influence how the future of mobile will shape all aspects of life.

25 July 2021

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Irish Times Group puts innovation at the heart of its breaking news app relaunch

The breakingnews.ie app relaunch became a test environment for new products and opportunities for The Irish Times Group.

06 September 2022

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News publishers must meet 2 imperatives to rebundle the news

When publishers help readers better understand the news, they’ll experience higher engagement.

22 September 2021

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NZ Herald app re-launch focuses on design, boosts subscriptions

The New Zealand Herald decided to create an app that was as intuitive and elegant as its Web site, basing its design on user experience research. Since launch, in-app subscriptions have made up 27% of subscriptions.

12 April 2021

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La Voz de Galicia connects with younger readers via new health product, social media

When the innovation team of La Voz de Galicia discovered there wasn’t a reliable source of information on mental health, nutrition, and wellness for young people, it created a new vertical to fill the void.

09 April 2023

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MediaNews Group’s e-mail newsletters align process and purpose

MediaNews Group relied upon deliberate cross-company product prioritisation, collaboration, and execution to create its successful newsletter initiative.

22 August 2021

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INMA gets a deep look at the 2021 Digital News Report from Reuters Institute

An exclusive Webinar for INMA members with Nic Newman of Reuters Institute took a deep look into the 2021 Digital News Report and analysed what those trends mean for news publishers.

21 July 2021

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Multimedia Group is raising revenue one stream at a time

Multimedia Group, based in Ghana, has made its content more accessible and increased its revenue by leveraging online platforms for streaming content.

17 October 2022

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4 media companies share strategies to capture audiences on mobile, social platforms

As media consumption habits evolve around news snacking and shortened attention spans. NDTV, Amar Ujala Digital, The Daily Star, and InShorts shared how they are adapting to engage audiences digitally during the South Asia News Media Summit.

15 August 2021

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Storytelling and advertising go hand in hand in the mobile news movement

Mobile is changing the way journalists tell stories. During this week's Webinar, Dr. Mario Garcia explained what this means to advertisers and advertising departments.

22 March 2023

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Deeper storytelling boosts Newsday’s social media engagement

By looking at what was performing best in terms of engagement, Newsday was able to shift its strategy and deepen connections with readers.

09 August 2021

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Newsday transforms COVID text alerts to general breaking news alerts

In May 2020, Newsday created a texting service focused on COVID-19 to keep its audience informed about the pandemic’s impact on the area. Then, as needs changed, Newsday changed the kind of text alerts it offered.

02 March 2023

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Nikkei rides the Wave app into the future with increased engagement

Nikkei Wave is an experimental app designed to provide users with an improved recommendation algorithm, auto-generated video view, and a simpler user interface.

18 April 2021

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Vía País changes its Google Web Stories strategy

Initial results from the Google Web Stories initiative indicates users are visiting both new and evergreen content, and they often consume content that is less than eight slides long.

02 August 2022

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COVID-19 text messages build community, unique visits at Newsday

Newsday’s strategy to use texting to keep readers informed during the pandemic paid off with more subscribers.

07 July 2021

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Apps are the future of mobile ad revenue growth

Mobile customers worldwide are predicted to spend six trillion hours on mobile apps by 2028. What does this mean for the future of mobile advertising? Also, is mobile gambling a potential revenue source for news media companies?

20 March 2023

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Mobile payments offer revenue, engagement, and data benefits for media

Mobile payments represent a way for media companies to increase revenue, build customer data, and further engagement. In an INMA members-only Webinar, Rob Weisz, CEO of Fonix, shares how mobile payments are benefiting several media companies.

04 August 2021

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Media24 sees 28.5% engagement rate with Tinder-inspired mobile ad product

In a brainstorming session about how to convert print advertisers to digital, a member of the Media24’s Ad Space Studio team joked about a product like Tinder, allowing users to swipe left and right to investigate a product. That concept led to a successful mobile app-based advertising experience readers find quite engaging.

17 July 2023

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Schibsted invests in text-to-speech to engage audiences

Schibsted began exploring text-to-speech options more than three years ago. During this week’s Webinar, Lena Beate Hamborg Pedersen, product manager, shared some of the company’s insights and processes.

09 August 2023

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Nikkei reaches younger audience with 2 new podcasts, news commentary product

Nikkei found subscribers in their 20s and 30s were churning at higher levels than other readers. In response, the Japanese news media company launched two podcasts and Think!, a feature in which external experts post comments on news articles.

24 July 2023

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El Comercio’s Hype provides multi-platform media for young audiences

Grupo El Comercio created Hype to provide gamers, e-sports fans, freestyle, anime, and K-pop communities a space to share common interests.

27 March 2023

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Watch these 4 areas of mobile ad revenue opportunities this year

Advertising spend is predicted to grow by 2.6% over the next 12 months. Much of that is mobile, so here’s what you need to know about MNOs, RCS, AI, and old-school SMS, which has much higher open and response rates than e-mail.

19 March 2023

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SMS is an advertising giant that keeps growing

INMA Advertising Initiative Lead Mark Challinor makes the case for why SMS messaging is still applicable for advertisers.

13 April 2022

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Wips uses unique social media posts for creative storytelling

Wips has a young team of journalists that creates content using mobile phones and custom tools to optimise content for social media platforms. This unusual approach allows them to communicate important topics in playful ways with a young audience.

03 April 2023

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Mediahuis unlocks market opportunity through new ad product development

Mediahuis recognised an opportunity to meet an emerging client need and unlock an opportunity in the market with its proprietary Programmatic Plus product.

11 April 2023

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8 ways to make mobile advertising better

From relevance to notifications, INMA Advertising Initiative Lead Mark Challinor shares eight ways to improve mobile advertising for your target audience.

01 March 2022

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VGTV delivers compelling documentary via mobile, reaching young and female audiences

VGTV's mobile documentary, “Tarjei’s Experiment,” followed 29-year-old Tarjei Flove as he battled lymphoma on his own terms.

04 April 2021

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Apple Pay dominates mobile payments in the wake of COVID-19

Compared to Apple Pay’s 92% transaction share, Samsung Pay and Google Pay accounted for 5% and 3% of mobile wallet debit transactions, according to U.S. research.

24 August 2021

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Russmedia’s Denner Euro Game helps attract new users

During the 2021 European Football Championship, Russmedia used the Denner app to attract and engage new users. The app allows users to collect virtual coins and jerseys of their favourite teams and sell them for profit.

03 April 2023

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Funke Media’s Coronavirus Monitor provides engagement breakthrough during the pandemic

The Coronavirus Monitor became one of the main coronavirus information sources in Germany and expanding throughout the world, making Funke’s regional brands known beyond their existing readership.

10 August 2021

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Voucher codes, mobile coupons are key audience, advertising engagement tools

By 2022, mobile will account for nearly 80% of all coupon redemptions. Research studies indicate people are likely to be receptive to mobile coupons, opening up many opportunity for media companies.

26 February 2019

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The Hindu shares 7 fundamentals of a successful digital subscription business

A Webinar with The Hindu led INMA members through the seven fundamentals that have helped bring it digital subscriptions success — from pricing to embracing failure to prioritising journalism.

25 August 2020

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HLN.be uses Stories to attract a younger audience

Adding the Stories format to news coverage allowed HLN.be to engage readers, particularly those in the 25-34 age demographic, for a longer period of time.

06 July 2020

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Mobile trends for 2020: apps, advertising, and AI

The editor of Mobile Marketing Magazine led INMA members in an in-depth look at mobile trends for 2020: Apps will continue to grow in popularity, as will digital and programmatic ad spend, social media advertising and influencers, and AI.

18 December 2019

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6 feature checklist of a powerful mobile strategy

A basic mobile strategy should include a mobile Web site and capability to host mobile ads.

11 November 2019

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COVID-19 proves m-commerce is here to stay

Google, Amazon, and Alibaba are capitalising on people’s interest and ability to shop online via mobile with ease.

27 October 2020

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Mobile is media’s next partner for subscription efforts

Customer engagement strategies will increasingly involve a mobile-first approach, and mobile will likely be the cornerstone of a diverse and growing reader revenue stream.

04 August 2020

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KMTV creates mobile community with interactive app

The KMTV mobile app allows users to upload digital posts containing videos, photos, audio files, and GPS locations to KMTV’s private cloud dashboard.

04 June 2020

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Why App Store optimisation is important to publisher traffic

App Store opitimisation is an important part of a company’s mobile and overall growth and revenue strategy.

10 February 2020

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News media companies can attract audiences in the changing era of AI

During this week’s Webinar, Greg Piechota, lead of INMA’s Readers First Initiative, moderated a panel discussion on what’s effective in attracting audiences and how the landscape continues evolving.

17 July 2024

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Stuff’s Newsable provides daily audio news programme for the news avoidant

To attract a younger, often news-avoidant audience, New Zealand’s Stuff Group created a daily audio product that is as addictive as it is essential.

15 July 2024

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Netwerk24 and IOL share their video, mobile-first strategies for election coverage

In a recent INMA Webinar, Netwerk24 and Independent Online (IOL) shared their strategies for successfully covering the historic South Africa elections.

07 July 2024

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UalterAI helps Clarín readers consume more information in less time

UalterAI is a new reading AI assistant that gathers and abbreviates information from news articles to boost readership and engagement for Clarín audiences.

09 June 2024

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News publishers maximise ad monitisation with mobile strategies

The rise of the mobile Web quickly emphasised the need to rethink existing desktop-focused ad experiences. Product leaders from The New York Times, Onet, and Relevo shared how their companies are maximising monetisation opportunities for mobile during the recent Mobile-First News Sites master class.

15 April 2024

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If you actually want to work mobile first, follow these tips

During a recent INMA master class on mobile-first news sites, leaders from Mediahuis, NTM, and The Texas Tribune gave examples of mobile-first strategies within their companies.

15 April 2024

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NTM, Texas Tribune, Holland Media tout mobile Web success

The neglect of the mobile Web experience can alienate users and diminish brand reputation, media leaders from Autogram, NTM, The Texas Tribune, and Holland Media told attendees of the recent INMA Mobile-First News Sites master class.

02 April 2024

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For mobile products, think about conditions first

A recent INMA master class in mobile-first news sites brought lessons of how to think about mobile from the consumer perspective.

02 April 2024

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4 news publishers offer mobile product design lessons learned

Meeting users where they are — physically and mentally — is key to designing for mobile, product leaders from Financial Times, The Atlantic, Information Architects, and Condé Nast said during the recent INMA Mobile-First News Sites master class.

31 March 2024

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Amedia grows digital advertising through personalised native ads

To increase its market share in digital advertising, Amedia built a tool to create personalised content at scale for its advertisers.

04 February 2024

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News publishers face challenges amidst tremendous opportunities in 2024

News publishers worldwide have tremendous opportunities for coverage in 2024 but also face significant challenges, said Greg Piechota, INMA’s researcher-in-residence and lead of INMA’s Readers First Initiative, during this week’s Webinar.

31 January 2024

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News companies should be mobile-first, not just talk mobile-first

News media companies talk about being mobile-first, but many aren’t actually building new products that way.

23 January 2024

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Aftenposten shares lessons learned about audio articles

Since introducing an automated text-to-speech feature in March, Aftenposten has learned what users like as well as what they would like to see changed.

23 January 2024

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Aftenposten increases engagement by tweaking audio article UX

Aftenposten has offered the option of listening to audio since March, but the media company saw a dramatic increase in engagement when it introduced curated playlists and an auto-play feature.

22 January 2024

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News Corp Australia scores reader engagement with Commonwealth Games coverage

News Corp Australia took a new approach to engaging audiences during the Commonwealth Games, creating multiple ways — like a 28-page print preview guide and a daily newsletter — for them to interact with the content.

08 January 2024

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Omni Mer app was built on understanding reader needs

One decade after launching its original news aggregation app, Omni wanted to find ways to generate revenue and future-proof the business model. After listening to readers, it created Omni Mer.

07 January 2024

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Amedia uses first-party data to help advertisers better target their customers

The same data that helps Amedia understand how to convert users into subscribers provides the foundation for the advertising side of the business.

07 January 2024

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At Aftenposten, personalisation solves more problems than it creates

Aftenposten shares three goals around personalisation, formed by the idea that the fear of filter bubbles and echo chambers in the context of news products is based on a misunderstanding of what personalisation actually is and how it can be configured to include editorial signals.

11 December 2023

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Mediahuis Ireland shares 3 principles of a successful rebrand

For its flagship news brand, the Irish Independent, Mediahuis Ireland was able to unify multiple titles and complete a successful rebrand across print and digital.

12 November 2023

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Straits Times creates immersive sports stories with Augmented Reality

As part of its Fifa World Cup 2022 coverage, The Straits Times created a daily interactive game that allowed users to attempt an iconic goal of the day, a data-driven story about the best and most memorable World Cup chants of all time, and an immersive approach to the top five goals of World Cup history.

23 October 2023

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Artifact goes beyond news to organise the Web

Artifact makes changes to its content aggregation app, tweaking its user experience.

23 October 2023

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Are publisher aggregation apps the new top of funnel or a long-term product?

News media companies with multiple brands are consolidating them, offering users an experience that involves one app, one login, and one bundled subscription offer. What does that mean from a product perspective?

22 October 2023

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Lee Enterprises scores with expanded Nebraska Cornhuskers content

Lee Enterprises saw an opportunity to reach Nebraska Cornhuskers fans with premium content on multiple platforms. This led to a new portal called HuskerExtra.

12 October 2023

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New York Times uses Instagram to attract and retain new audiences

During this week’s Webinar, Tyson Wheatley, Instagram director for The New York Times, shared insights on how the company is leveraging the visually led format.

11 October 2023

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Media’s understanding of Gen Z is the first step to appealing to them

During Media Innovation Week, Jessica Bulthé, data science business partner at Mediahuis in Belgium, explained how Gen Z consumes news differently and what publishers can do to attract them.

27 September 2023

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Newslaundry built a news app requested and funded by readers

When Newslaundry readers expressed interest in an app to listen to its podcasts, the subscription-driven publication used crowdfunding to create it.

20 September 2023

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Jagran New Media campaign advocates for flexible workplaces for women

For its Roke Na Ruke campaign, Jagran New Media and LinkedIn enlisted the support of four powerful and influential women to share their personal stories of how flexible working helped them break barriers and achieve success in their careers.

17 September 2023

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Adspace24 extends advertiser reach with digital offering

To show retailers that a digital advertising unit can have the same impact as print, Adspace24 created a new digital advertising unit that ensured user engagement and viewability.

12 September 2023

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Amedia drives revenue with native advertising

During this week’s INMA Webinar, Sara Narvhus Oksdøl, CEO of Amedia’s Native Advertising Studio, shared how the company has learned to deliver native content relevant to its audience while generating satisfying results for advertisers.

30 August 2023

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VG uses multimedia format to investigate murder mystery

VG wanted to find out what happened to 30-year-old Nerid Høiness, who was found murdered in the Laotian jungle. Taking a multimedia approach to the story, journalist Natalie Remøe Hansen retraced Nerid’s steps to provide answers for her friends and family while also increasing audience engagement.

14 August 2023

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Dagbladet's news strategy

INMA Presentation File

25 May 2023

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Path toward personalised customer journeys

INMA Presentation File

10 March 2023

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SEO en medios: Cómo el NYT y La Vanguardia capitalizan la incertidumbre de Google

INMA Presentation File

06 October 2022

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Today on TikTok — Audience growth strategies

INMA Presentation File

15 July 2022

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Apps as valuable businesses at Times Internet

INMA Presentation File

19 May 2022

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Advance Local's builds customer relationships through text message services

INMA Presentation File

22 May 2020

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The Big Issue’s COVID pivot: Subscriptions, donations, downloads, and sales

INMA Presentation File

19 May 2020

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CNN 411: Coronavirus information and local resources

INMA Presentation File

19 May 2020

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Long Island Divided

Our initial challenge was to be compelling and digestible so our mobile-first audience would consume a dense project with 110 videos, 45,000 words across 24 articles, and 72 graphics.    Our strategy was to break it down into pieces that were easy to understand and navigate, and assemble them into ...

01 March 2020

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Ready To Shop

93% of South Africans have mobile phones; the proportion of internet users is now at 54% with 31.18 million internet users, 33% of whom use a mobile phone as their primary browsing device. Conversion to e-commerce in South Africa has been slow, at 1.4% of overall revenue, but there is enormous potential, ...

01 March 2020

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Mobile media: The consumer evolution

INMA Presentation File

22 November 2019

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Powering a Parliament with an app

INMA Presentation File

20 November 2019

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Creating apps with high ratings

INMA Presentation File

18 November 2019

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Storytelling in the mobile-first era

INMA Presentation File

06 November 2019

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Is mobile the future of television for advertisers?

YouTube and television are not in competition, but rather complement each other as each evolves. Advertisers need to consider this as they try to reach Gen Z audiences.

06 October 2019

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The impact of removing Instagram “likes” on brands and influencers

Removing Instagram "likes" is a controversial move that will require brands to rethink their key measurements for success.

07 August 2019

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Research: Americans spend more time on mobile than watching TV

The latest Mary Meeker report indicates people spend more time on mobile than watching television, and they often consume content on more than one platform at a time. Here’s more on consumer trends news brands and their advertisers need to know.

26 June 2019

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How to monetise mobile storytelling’s future

High-quality storytelling offers an opportunity for better reader engagement and a way to monetise that engagement.

12 May 2019

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Localised messaging elevates brands from mainstream advertising

If brands can use location targeting in a relevant way, it can yield powerful results.

09 April 2019

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Why a mobile-first, commercial audit is imperative to publishers

As news media businesses pivot into new models, they should perform internal audits that consider staffing, revenue, and future opportunities — and how mobile fits into all.

05 December 2018

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John Lewis demonstrates importance of mobile in retail

The retail brand John Lewis understands its customers’ browsing and purchasing habits and uses that information to create the best user experience.

13 November 2018

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UK digital ad spend continues to focus on mobile

Digital ad spend in the United Kingdom is expected to increase 10% across the five largest-spending industries, with much of that growth coming from mobile.

30 September 2018

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5 tips for launching, monetising mobile social media engagement

To harness mobile opportunities, publishers need to monitor their digital footprint, listen to what engaged parties have to say, and make a content plan.

09 September 2018

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Top Web resources on “Mobile”