Presentation to DigiDay MobileMarch 12, 2009

Lessons Learned in Creating Mobile Content

The Associated Press

• AP is World’s Largest and Oldest News Company– 247 Bureaus in 97 countries– 4,000+ Journalists Photographers, and Employees

• Cover all Subject Areas– Entertainment, Sports, Politics, Lifestyle, Business …

• All Media Types– Text, Photos and Videos

• Core Principals– Fast, Trustworthy, Comprehensive

Half of all the world’s population

sees news from the AP on any given day…

Half of all the world’s population

sees news from the AP on any given day…

AP Mobile: The Future of News

Overview of AP Mobile

• Comprehensive– Local, national and international news

– In US: 1,000+ local news sources

– Award-winning photos and videos

– Complete set of vertical content

– Multi-lingual versions

• Customizable – Unparalleled level of personalization

– Manage multiple locations

– Select specific local, trusted brands

– Integrate with LBS

“If you like your news comprehensive, you’ll want the AP Mobile News Network.”

-- The New York Times

Sample List of Local Newspapers http://www.ap.org/mobilenews/contributors.html

AP Mobile: Growing Fast

AP Mobile provides AP News content to mobile users.

– Mobile Web access for all phones @ www.apnews.com

– Client Applications for smart phones.• iPhone – Web App and Client App

• Blackberry Client App

• Windows Mobile Client App Coming Q1 2009

• Android G1 Mobile Client App Coming Q1 2009

• Palm Pre, Nokia, and Java/J2ME Coming Q2 2009

– Premium placement on mobile platforms:• US Cellular deck

• Virgin Mobile

• Coming Q2 2009: AT&T

The User Came First

• Revolution not an Evolution– Nearly 50% of respondents said that a poor experience on their

initial use of the mobile Web made them “reluctant to access” the site on their mobile phone again.

“Don’t think about what’s going to make your company happy, think about what’s going to make

the consumer happy.”

Source: DotMobi (July 2008)

Built the Ultimate Solution

• Invest in GUI– If you don’t build it well, they won’t come

• Customize and Personalize

• Make it Comprehensive

Numerous Channels: Tech, Sports, Travel

Web 2.0 Features: High Engagement

SAVE articleCollect your favorites

TEXT of EMAIL articleSend articles to friends

COMMENT on articleSend a report to AP from device

Breakdown of Traffic

20%

39%

20%

8% 7%

6%

WorldTechnologyBusinessU.S. NewsPhotosPoliticsLifestylesElectionsTravelVideo

Viewership by News Category

Top Stories

Add’l

EntertainmentSports

Wacky

Local

National Footprint to Local News

Breakdown of Traffic by Time and Day

Sunday

Monday

Tuesday

Thursday

Friday

Saturday

Wednesday

15%

17%

14%14%

14%

14%

12%

Traffic by Day of Week*

* June 2008

12 - 3am 4am -7am

8am -11am

12pm -3pm

4pm -7pm

8pm -11pm

Traffic by Day-Part

AP Mobile Demographic & Usage

Demos

• Age: 85% under 45 years old

• Income:

• 74% with $50k+ HHI

• 50% with $75k+ HHI

• Gender: 68/32 Male:Female

Usage

• Visits per Month: 10 times a month

• Page views per visit: 6 page views per visit

Audience and Reach

• 600k monthly uniques and 35M impressions: Growing QuicklySource: Nielsen and Nielsen @Plan

The Mobile News Network is one of the fastest growing mobile destinations. Launched less than a year ago, it’s already one of the top mobile news sites.

– “The Associated Press's news-on-demand app is the gold standard.”• Time Magazine, December 22, 2008, Top 10 of Everything Issue

– “Best in News iPhone App”• New York Times

– Consumers agree:

• “Very neat mobile news web app. I thought CNN:mobile was well done, but this is at a completely different level.”

• “It’s like a newspaper in your phone.”

• “ Also have NYT and CNN but AP is better organized and easier to use.”

AP Mobile: “The Gold Standard”

1 Source:

2008 Industry Awards

AP Mobile News NetworkBlackberry Developer Challenge

FINALIST

Reaching the Audience

• By Subject Matter– 15 Top level categories: Sports, Entertainment, …– Sub-categories: Football, Soccer, …

• By Geographic Location– Zip Code– DMA– LBS

• By Media Asset– Photos– Video

• By Campaign Type– Banner, Pre-Roll, Full Screen– Text– SMS

• Any Combination of the Above Select your favorite news categories

Enter your ZIP Code to personalize local news

In Conclusion

• Be driven by where users are.• Provide the best user experience.• Mobile requires editorial resources.• Users want hyper-local content.• Allow users to do more than share content.• The AP is the gold standard for news on the mobile.• Target users by interest, by location, by asset type, and by

campaign type.

For more information:Benjamin Mossebmosse@ap.org212.621.1926

@bmosse