As part of the deal, Quattro is providing Cox with expertise and services including ad operations and sales, according to Tonya Echols, executive director of CoxNet-Cox Newspapers. He hopes the partnership will "expand our reach with the mobile audience, as well as provide for efficient production of our local mobile sites and additional sales and revenue opportunities."
The Cox announcement is just the latest in a series of moves by newspapers and news organizations to leverage mobile technology more effectively.
In April, The Associated Press announced plans to launch a Mobile News Network to make it easier for newspapers to distribute AP content to mobile devices, including Apple's iPhone and other smart phones.
The service is not-for-profit, with the AP positioning it as a cost-saving measure for newspapers, which should help them increase their mobile ad revenues. A beta version is currently being tested by a group of Digital Cooperative members. However, the service should be available to all AP members by this summer.
Last year, Gannett increased its investment in 4Info, a company that specializes in SMS-based mobile search and alert services, allowing Gannett to distribute an array of content--business listings, sports scores, stock quotes, weather updates and horoscopes. The collaboration began with USA Today, then extended to other Gannett newspapers and broadcast operations, including Captivate Network.