Falling print sales and booming online readerships have left newspapers with a quandary. Well, actually, it's not that much of a quandary. You can either keep digging through 100m readers looking for money to turn around massive losses or you can realise you've been measuring the wrong thing and the only solution is native advertising with trusted brands.

Mobile always been the knight in shining armour that is going to come to the rescue of Twitter's revenues' habit of falling below investors' heightened expectations. Launching a mobile app advertising service for Q3, then, is a clever move that will allow the company to point to the next quarter as providing the answer to any issues that may arise from Q2's results. Three months have been bought. Time for mobile to prove itself worthy of its billing as Twitter's saviour.