The Atlantic goes the mobile Web route for its news and opinion site TheAtlanticWire.com with an initiative that targets tablet users.
The new site is on the market at http://touch.theatlanticwire.com/. The Atlantic is operating with Sencha at the HTML5 site.
“Part of mobile is ready finding out which experiences we have to put money into, that is in places where our audience expects us to be – if we’ve got the audience the monetization will follow,” said Kim Lau, vice chairman and general manager for The Atlantic Digital, Manhattan.
“This year, for me it’s all about attempting to raise the bar with the experience and understanding how users interact with content,” she said.
The Atlantic is the flagship property of Atlantic Media Company.
As of Dec. 2012, The Atlantic Wire claims that 27 percent of traffic comes from mobile devices. Additionally, monthly unique visitors accessing the publication’s content via a tablet grew 210 percent in 2012 year-over-year.
Tabs around the top of the site group articles into categories including entertainment, technology, business and politics.
The site is ready up in order that users discover content by swiping around the screen.
Users can then save articles and share content via Facebook and Twitter.
Additionally, consumers can tap a button to send an email with feedback at the mobile site.
Users may also click back to The Atlantic Wire’s Site from the tablet-optimized version.
All of Atlantic Wire’s content is free.
To promote the brand new site, The Atlantic is running interstitial ads that encourage users who visit http://theatlanticwire.com/ to go to the tablet-optimized version.
“This is another step in identifying how HTML5 could be element of our portfolio and the way we are able to get some experience with it,” Ms. Lau said.
According to Ms. Lau, one of many main goals of the hot site ends up in not just higher traffic but in addition leads users to consume more content.
In addition to the brand new site, The Atlantic Wire also has an iPhone application. There’s also an iPad app for The Atlantic.
Build for the mobile Web
Publishers has been continuously engaged on their mobile strategies for some time now.
In particular, tablets offer publishers an even bigger canvas to display content on.
As mobile Web technology comparable to HTML5 becomes more sophisticated with richer experiences, browser-based services promise publishers a much broader reach than apps.
Although Apple’s iPad still dominates the tablet industry, Android-operated tablets are chipping into its sales. Therefore, publishers are increasingly trying to offer solutions that extend across a good selection of devices.
In addition to the technical issues, HTML5 has several other propositions to publishers around their business models, in step with Avitya Bansod, vice chairman of product marketing at Sencha, Redwood City, CA.
“What you get out of HTML5 is the power to publish content without distributing it through an App Store,” Mr. Bansod said.
“A publisher’s business is driven from being in front of as many readers as possible, but you furthermore mght need to deliver a customised experience on each platform,” he said.