• The Wall Street Journal, Wednesday, July 29, 2009 10:01 PM

The Washington Post is relaunching its mobile content, reflecting a broader strategy to focus harder on the Washington D.C. area. Besides extending the Post's core areas of coverage onto a new platform, the new mobile site is designed for maximum utility for locals. It offers customized information on things like public transportation, weather and entertainment.

The site has two mobile editors and a dedicated mobile sales manager. For now the site will be completely ad-supported. Amtrak has signed on as sponsor of the launch. The Post eventually will take a cut of proceeds from commercial transactions and possibly charge users for certain applications. Post executives say "in the very near future" the mobile site will let readers make restaurant reservations, buy movie tickets and get real-time traffic routes.

The Post is getting a late start. The New York Times' three-year-old mobile site reached 41 million page views in June. Goli Sheikholeslami, general manager of Washington Post Digital, said she expects her mobile site to be profitable next year.

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