March 12, 2013
New York’s Daily News has launched a brand new mobile application that ties its content with location to make news reading more contextually-relevant.
The Daily News app is on the market totally free download on both iPhone and Android devices and combines the publication’s digital content with local resource information. MyCityWays is powering the local city guide section of the app’s content.
“Daily News sought to boost its mobile growth by increasing use cases for consumers and highly targeted marketing opportunities for its advertisers,” said Puneet Mehta’s CEO/cofounder of MyCityWay, Big apple.
“The media property desired to add value to its readers beyond its great editorial content by also providing real-time location-based services and knowledge,” he said.
“Daily News also sought to enhance local advertising revenue and desired to provide new opportunities for advertisers and sponsors to connect to readers in contextually-relevant ways.”
The Daily News claims to be New York’s biggest newspaper, and is the fifth-largest daily newspaper circulated within the U.s.. Additionally, the publication boasts the seventh-largest news Web page inside the U.S.
Mobile news
Consumers can download the Daily News app free of charge download on iPhone and Android devices.
The app marries the newspaper’s content with an area angle.
For example, the app’s city guide feature breaks down activities within the Manhattan area for users with categories including shopping, restaurants, nightlife, sports and art galleries.
Search results for every category are then served in keeping with the user’s proximity to the activity. Each activity listing features contact information and sharing options via Facebook, Twitter, email and SMS.
Additionally, live traffic cameras let consumers view travel information in real-time.
The Daily News can be aiming to drive engagement with a built-in QR code scanner this is meant for use in tandem with its daily print product. Educational information on easy methods to use the mobile bar code scanner is outlined around the screen.
Additionally, digital news content may be customized by users. Consumers can view an inventory of all news channels and pick their favorites.
Advertising also takes a native approach within the app. For instance, a narrative concerning the Big apple Yankees at the app’s homepage is placed above an ad for Tri-State grocery chain Fairway Market.
Advertisers trying to reach a particular group of shoppers – together with sports fans – can geotarget campaigns to a particular category, per MyCityWay.
Standard mobile banner ads also run alongside articles.
Mobile is local
The Daily News deal is MyCityWays’ first media partnership. Other brands working with MyCityWays include Macy’s and BMW.
For example, Macy’s launched a Thanksgiving Day Parade app late last year to tie in with its television broadcast. The app also helped parade attendees navigate the route (see story).
For publishers specifically, personalization is essential in driving digital readership.
Therefore, the Daily News is wise to include location into its mobile initiatives to maintain content contextually-relevant.
“Media companies ought to be keen on becoming an active a part of their readers’ daily habits beyond news at the always-on mobile devices,” Mr. Mehta said.
“By providing hundreds of reasons for consumers to consult the app on a daily basis in addition to their trusted brand and quality news content, the Daily News can engage repeatedly with their audience by offering highly relevant content, functionality and advertiser messaging in accordance with multiple factors, includinglocation, intent, time of day and user profile,” he said.
“Also, by providing a comprehensive mobile experience, traditional media properties can reclaim local search — and thus local advertising — by positioning advertisers where relevant. This drives a wiser user and advertiser experience. Ultimately, this builds real value for local advertisers and connects them with the proper audience to assist boost their businesses.”
Final Take
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York