Newsquest Media Launches Ad-Supported Local Mobile Sites

Newsquest Media, the Gannett-owned local publishing group, has launched 148 mobile sites to tie in with its portfolio of local and regional newspapers and Web sites. The sites, such as London-area mobile.surreycomet.co.uk, will feature repurposed content from the group’s traditional Web properties.

Although the mobile sites could help offset declining print revenues, the company is not focused on aggressive revenue generation for the mobile sites at this stage, according to Roger Green, MD of Newsquest Digital Media. Instead, the current goal is more about engaging with readers and consumers. “Local media groups such as ours have surprising power within communities, and need to interact with audiences through a range of channels. Mobile was the next step in that evolution,” he said.

For several years pundits have been declaring that the “year of mobile” is upon us, but when it comes to mobile ad revenue, it has yet to come. In reference to the elusive “year of mobile,” Green described Newsquest as agnostic, stating, “When, how, or if it happens doesn’t matter to us, as long as we’re there.”

The group’s existing sales staff will be responsible for selling mobile inventory, and will offer integrated solutions across Newsquest’s platforms. Despite the obvious appeal for local advertisers, Green said he expected both local and national brands to take advantage of the offering. Although he would not name any mobile advertisers, three sites visited by ClickZ News yesterday carried banners for men’s clothing retailer Blue Inc.

Aside from display inventory on the sites themselves, Green emphasized opportunities to generate further mobile revenue through the group’s SMS-based businesses. According to Green, over a million text messages were sent last year through products such as soccer updates and dating services.