Gannet expands mobile presence

Gannett Co. Inc. stepped up its mobile efforts, launching more than 100 mobile Internet sites from its local newspaper and broadcast franchises.
The sites, which are free aside from carrier data charges, are updated by local Gannett “information centers” that deliver real-time information to the company’s Web and print properties. The offerings carry local and national ads and include links to national stories from Gannett’s USA Today.
Interestingly, the company opted to forego the controversial .mobi top-level domain for its mobile sites, choosing instead to use a simple “m” before a site’s URL-for instance, m.tennessean.com. The wireless Web pages can also be accessed via short codes.
“Local news and information is more in demand than ever by consumers across the country,” said Jack Williams, president of Gannett Digital. “Advertisers who appreciate the value of trusted brands, local content and audiences will be able to reach out to those consumers throughout the day.”
While a host of traditional media outlets and corporations are deploying mobile Web sites and experimenting with wireless advertising, Gannett has adopted a notably aggressive tack. The company recently invested $10 million in 4INFO, a wireless search services provider that powers an ad-supported, text-message news alert service for USA Today.