The New York Times Has 60 Million Mobile Views Per Month…2 Million iPhone Apps Downloaded

13-03-01-03-57.jpg
By on 06/07/2009 10:35 PM @beet_tv

Consumption of news on mobile devices is on the rise.  At The New York Times, there were 60 million mobile views in April, nearly double the number from April 2008.

The paper gets about 10, no, 20 million views per month on the iPhone alone, a Times spokesperson told Beet.TV (the original number was incorrectly reported, apologies). These are internal traffic numbers.

According to The Nielsen Company, there are 53.4 million mobile Internet users in the United States with 22.3 of them using their mobile to access news.

New Nielsen numbers find CNN is by far the biggest player, with 11.6 million unique mobile users.  Following CNN is msnbc.com with 3 million, The New York Times with 2.4 million, the Wall Street Journal with 1.7 million, and the Washington Post with 700,000.  (Nielsen reports only uniques, not total views.)

Last week at the Mediabistro Internet Week event, I caught up with Rob Samuels who heads mobile products for The New York Times Company. In this interview, Rob said that the Times Wire, the real time feed of Times headlines, is now on the Apple mobile device. He said that the Times iPhone application has had nearly 2 million downloads.

The Times has several advertisers, including the campaign for Microsoft's Bing search engine, Cisco, and the State of Pennsylvania.  Does mobile advertising work?

On Friday I spoke by phone with Maria Mandel, Senior Partner, Executive Director Digital Innovation Ogilvy about the value of mobile advertising. She said that with about 20 percent of mobile users accessing the Internet, it has become a viable environment. She predicts that the percentage of mobile users who access the web will soon reach 30 percent. This is a milestone which she says will put the medium in a "whole other world."

The iPhone may be a big game changer for mobile news consumption.  Maria says that 80 percent of iPhone users browse the Web. She also says that the click through rates for mobile advertising is 2 percent compared to .2 percent for Web banner ads, and she notes that SMS is "ready for primetime" with some 60 percent of mobile users texting these days.

According to her, the big change is lifestyle:  increasingly, consumers are using mobile at home and other places as their primary Internet access device. 

We reported on Saturday that The Times will be one of the first news organizations to have an application for the new Palm Pre.

Andy Plesser, Executive Producer

Video Transcript

Rob Samuels: Times Wire recently launched on the regular website and shortly after we
now have it present on mobile.nytimes.com available on any
web enabled phone. It's basically chronological listings of the stories
as they come across, as they're published from nytimes.com. So whether
it be something that normally garners a very high editorial ranking
on one of the section fronts or something of lower importance, they just appear on the Times Wire page as they become
available minute by minute and moment by moment. So, blogs, then, are mixed
with arts news, intermixed with home page articles, intermixed with
business and tech. It's all there in one location chronologically as it
occurs.

Andy Plesser:  And it keeps moving. How many lines are displayed, how many stories on a screen? And I imagine screens are different.

Rob Samuels: Yeah, right now I
believe on mobile we're displaying twenty at a time and I think we may
have an option allowing users to go to the prior twenty that were published.
We definitely have that on nytimes.com, but as well on
mobile–being able to roll to be the older, older headlines.

Andy Plesser: Tell us a little about the use of mobile devices, particularly the Blackberry versus the
iPhone versus WAP phones. What are people…how people reading
the Times on different platforms?

Rob Samuels: Sure, you know it's been amazing
growth we've had from January of 2007. About half a million page views on our mobile website to around the election time and now we're
upwards of 35-40 million page views per month on the mobile website
and on top of that our iPhone application, our native app for the iPhone, has tens of millions of page views, essentially, page views on
top of that. Our iPhone application over, you know, a million, close to
two million downloads of our native iPhone application. People on the
mobile website enjoy all the features or most all the features and
functionality of nytimes.com, including stock quotes and movie
showtimes, real estate listings, as we discussed, recipes. Really
it's all there. The ability to log in and get their myalerts, access
to their portfolios. Users have really embraced reading every part
of the Times on their mobile device and largely here in New York we have
a lot of Blackberry readers, a lot of iPhone readers, Windows mobile, Palm.
And particularly around the Blackberry there's a lot of company paid
Blackberry data plans. And so users have..are readily available to
browse the web without incurring a cost. And so we've just seen the
use of the mobile web take off.

Andy Plesser:  And how does the monetization,
sponsorship…there are ads. What are the forms of ads emerging
in the mobile media?

Rob Samuels:  Right now since the launch of our app, at the
launch of the iTunes app store it has been a single banner position on
every section front, an article page of the iPhone app. And on the mobile
web site there's also the single banner position. In, on the iPhone app,
the content scrolls behind the banner position and it stays fixed so
it's very exclusive. The ad sales are…we sell the ad space in
mobile internally and sales have been going very well. We help
advertisers who don't have a mobile destination page create a mobile
destination page with our development partners. It's really,
it's been a learning experience and an education process, both internally with our sales force selling across print, online, and
mobile and also education throughout the agency and advertiser
community, but we're really, we're seeing a head of steam buildup and
strong interest in everything from tourism to airlines and travel to
book publishers wanting to get their message out in the mobile
environment where it's very actionable. Users have the ability to find
local, local stores, local dealerships in the case of cars or click often "buy a book." It's "click to call," "be connected with a call center"
to purchase a product. It's very immediate very actionable, when you're advertising in mobile.

Recent Videos
image
Microsft Dashes To MPEG-DASH Support: Sodagar

LAS VEGAS — DASH by name, dash by nature? The draft international standard for MPEG-DASH, the video standard bringing higher-quality video and audio to digital media by using adaptive bitrate streaming, was first specced out in 2011. Now it is fast being adopted by big-name video server vendors. ...

image
Silverlight’s Chrome Exit Will Spur MPEG-DASH: Bitmovin’s Lederer

LAS VEGAS — Google’s recent decision to end Chrome browser support for Netscape Plugin Application Programming Interface and, with it, for Microsoft’s Silverlight video format, will spur adoption of fast-growing rival format MPEG-DASH, says one online video boss. “We will see a lot ...

image
Akamai Touts Its Video Player, Now Used by Fox News and the Weather Channel

LAS VEGAS – Widely known as a global content delivery network, Akamai has been evolve its media offering to include a video player which is being used by some of the biggest online video publishers including Fox News and the Weather Channel, explains Frank Paolino who heads the video player development ...

image
Yahoo Has Data from 1.5 Billion Mobile Users via Flurry Integration

Consumption of video is moving increasingly to mobile apps and Yahoo can provide brands with deep targeting data around 1.5  billion global users, now that the integration with mobile analytics firm Flurry is complete, says Andrew Snyder, VP of Video Sales at Yahoo, in this interview with Beet.TV Yahoo ...

image
Yahoo’s Big Data is Now “Lit Up” on Brightroll

LAS VEGAS –  Following its acquisition by Yahoo late last year, programmatic video adtech company Brightroll is now using data from Yahoo’s one billion global users, says Brent Horowitz, VP of Business Development at Brightroll, in this interview with Beet.TV. He says that the merger has also ...

image
Programmatic TV Yields More Targeted Ad Outcomes, AOL’s Ackerman

As programmatic buying starts to take root in TV, industry players are finding benefits both in efficiency in the buy as well as in the outcome, says Dan Ackerman, Senior VP of ONE by AOL, in an interview with Beet.TV about the future of TV advertising. “We are seeing the benefits for programmatic on ...

image
TV Ad Firm Sees Growth in Addressable Buying, Invision’s Marshall

Addressable delivery of ads is on the rise by early adopters in recent years, says Steve Marshall, CEO of multi-platform advertising sales software firm Invision, in an interview with Beet.TV. Many MVPDs are moving aggressively to sell their inventory on an addressable basis, he says. “We are focused ...

image
Marketers Want Better Cross-Screen Attribution, Havas’ Keller

One of the biggest goals for marketers today lies in achieving better attribution across screens, says Melissa Keller, EVP, Channel Investments at Havas Media, in an interview with Beet.TV about the future of TV advertising. “As a media agency, our goal is to guide them through the right media mix and ...

image
“TV Everywhere” is Key Weapon for Cable Nets vs. OTT Players

LAS VEGAS – Faced with an onslaught of successful offerings from the likes of Netflix, the cable network industry is pushing back by embracing “TV Everywhere,” explains Will Richmond, editor & publisher of VideoNuze in this interview with Beet.TV He paraphrases the on-stage comments by ...

image
Presidential Hopefuls Are Turning To Programmatic TV Ads: YuMe’s McLernon

If you think it is too soon for so-called “programmatic” advertising buying techniques to jump from the web to mainstream television, consider this – the future president of the United States may already be buying TV ads this way. That is according to video ad tech firm YuMe. Its ...

image
comScore to Release Cross-Screen Video Measurement – Linear TV Measurement Next

LAS VEGAS –  Earlier this year, comScore announced plans to measure video impact across desktop, mobile, tablet and OTT with a product called Video Metrix Multi-Platform.  It will soon be launched.  Next up will be a product to measure how linear television interacts with digital, says Joan ...

image
Intel’s “Thunderbolt” Powers Big Video Workflow Across Devices, Fast

LAS VEGAS – File transfer of large video files between various production and storage devices are moving at 20 GigaBits per second via Thunderbolt 2, a technology platform created by Intel. At the NAB show, Intel demonstrated the technology which it says is 20 times faster that FireWire.  First ...

loader