Take­aways from USAT’s mo­bile suc­cess

Newspapers & Technology Magazine - - Special To News & Tech - AN­GELIQUE LU SPE­CIAL TO NEWS & TECH

Edi­tor’s note: is ar­ti­cle has been reprinted with per­mis­sion from WAN-Ifra and edited for space.

USA To­day was re­cently named Mo­bile Pub­lisher of the Year and Mo­bile Web Site of the Year by Mo­bile Mar­keter. Edi­tor-in-Chief David Call­away told WAN-Ifra’s An­gelique Lu how its grown the app since it was launched nearly 20 months ago. Here, Lu cu­rates key take­aways Call­away shared with WAN-Ifra. on mo­bile de­vices

“ e stu that doesn’t work so well we found is … the tra­di­tional news­pa­per story that is just put on­line. e mo­bile reader is a di er­ent reader to the news­pa­per reader and re­ally a di er­ent reader to the desk­top reader. ey need to be ad­dressed with cer­tain strate­gies that are unique to that medium.”

6. Mo­bile con­tent needs to cater to di er­ent plat­forms

“Some­thing that works on the iPhone doesn’t work on the An­droid — it’s re­ally a learn­ing curve. [We try] to de­velop sto­ries that work across plat­forms, es­pe­cially on some­thing big like the Paris ter­ror at­tacks ... to re­ally fo­cus on mo­bile rst and then the rest of dig­i­tal and video.” e en­gage­ment we see on the app is fan­tas­tic — peo­ple come and they stay on.”

11. Ads in­te­grated into news­feeds com­bat ban­ner blind­ness

“We started ex­per­i­ment­ing with putting ads in the news­feed. As you can imag­ine, a lot peo­ple com­plained. But, to be hon­est, that’s re­sulted in more peo­ple click­ing on the ads and bet­ter rev­enue.

“By in­te­grat­ing the ads into the news­feed we can solve that ban­ner prob­lem. We did the ban­ners too ... and they don’t per­form very well. By putting them in­side the news­feed they per­form a lot bet­ter be­cause peo­ple run right into them and … they’re con­sid­ered part of the feed. En­gage­ment on the ads them­selves has in­creased be­cause, be­lieve it or not, some peo­ple are scrolling through and they see the ad and they do re­act.”

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