• by Jack Loechner , Staff Writer @mp_research, October 2, 2009

According to the study "Going Mobile: How Publishers Are Preparing for the Burgeoning Digital Market," 70% of publishers are paying more attention to the mobile market this year than last. And 20% are giving it their same attention. Print publishers are focusing on the market as a prime opportunity to expand their brands, reach new audiences and generate additional revenue while offering advertisers the chance to reach locally targeted, engaged audiences, notes the report.

Michael Lavery, ABC president and managing director, says "...The results of ABC's survey demonstrate that publishers recognize the growing importance of mobile devices in consumers' daily lives and are actively embracing mobile... "

Publishers Formatting Web Sites for Mobile Viewing
Publication Type	Percent Formatted for Mobile
Consumer magazines	42.2%
Business publications	44.7
Newspapers	57.5
Source: Audit Bureau of Circulations, September 2009

Some Survey Highlights

• More than 80% of newspaper and magazine respondents believe people will rely more heavily on mobile devices as a primary information source in the next three years
• Nearly 70% of respondents agree that mobile is receiving more attention at their publication this year than last. More than a third believe their publication already has a well-developed plan for attacking and conquering the mobile market
• 44% of respondents who track mobile's impact on their Web site traffic said the devices increased visits by up to 10% today. Half believe mobile traffic to their Web sites will increase by five to 25% in the next two years

Expected Web Site Traffic Growth From Mobile Devices
Expected % Growth	% of Executives Anticipating Growth
Less than 5% growth	18%
5-25	51%
25-50	13
50-75	2
More than 100	7
No growth	2
Source: Audit Bureau of Circulations, September 2009

Additional findings of the survey:

• Among senior executive respondents, 56% said their publication has plans to develop a smartphone application in the next 24 months, in addition to the 17% of respondents who already have an app in production.
• ABC publisher members do not plan to abandon their print publications in favor of a digital-only product in the near term. While 55% believe that digital delivery of their publication is important to their strategic future, 75% believe that their publication will be available in a print form five years from now.
• More than half of the survey respondents believe that the future business model of mobile content will be supported by both advertising and subscriptions.
• Nearly a third believe that mobile will have a significant impact on their publication's revenue in just three years.

Edward Montes, executive vice president and managing director of Havas Digital North America, notes that "... with text and multimedia messaging, branded mobile apps, content sponsorships, display advertising, paid search, and location-based targeting, the platform becomes an integral component of the overall marketing strategy...

Survey Conclusions:

• It's early, but there are positive signs, says the report. The mobile market is definitely receiving more attention than ever before
• Mobile will drive Web traffic. Most respondents believe that mobile will be responsible for a five to 50% increase in Web site traffic in the next three years.
• Publishers are betting on both smartphones and e-readers and are actively exploring the vitality of both as a new distribution channel.
• Early business models will be based on a combination of advertising and subscriptions. Publishers agree that the mobile market will be both ad- and subscription-supported
• Respondents agree that independent third-party auditing would increase mobile's credibility and is likely to be demanded by advertisers as ad spending increases in this area

To access the Executive Summary and the report in PDF format, please visit ABC here.