Mobile Mandate: Don’t Get Left Behind

This article was written by Rob O’Regan and originally appeared in Emedia Vitals on June 19, 2012.Where does mobile fit in your digital-first strategy? Technology executives like Eric Schmidt believe mobile should lead, not follow. It’s getting more difficult to argue his point.

Consider these stats that Hearst just released about mobile traffic across its web properties:

Traffic to Hearst Digital Media websites from mobile devices has increased nearly 2,000% year over year

• 19% of all web traffic came from mobile devices in April, up from 5% in April 2011. Cosmopolitan has the highest percentage of mobile device traffic: 33% of its pageviews are from mobile devices

• Across 10 sites, Hearst has seen an average increase in pageviews of 74% in the first month after launching a smartphone-optimized version of the site. Three brands – Seventeen, Redbook and Popular Mechanics – doubled pageviews in the first month.

• 14% of all subscriptions purchased from Hearst’s websites in April came from mobile devices.

• 42% of House Beautiful’s mobile traffic is from iPads

Read the rest of the article here.


Publishers need to understand that continually adapting to readers and their expectations is the only way to come up on top in today’s competitive landscape. Considering comScore’s latest findings that 82 percent of the time readers spend with mobile media happens via apps, content producers of all types cannot afford to miss out on having an app.

After working with publishers for over four years, we at Polar Mobile understand that there are numerous challenges facing publishers considering making the move to mobile, however the opportunity here is too ripe to ignore. Don’t get left behind.