Onswipe, a New York City-based startup that helps publishers turn their websites into touch-friendly reading experiences for mobile phones and tablets, is close to landing a new round of funding, according to two people with knowledge of the effort. The round should total between $5 million and $10 million when it closes, one of these people said. It will be led by Spark Capital, a current investor, and include other current investors as well, the person told Ad Age .
Onswipe CEO Jason Baptiste said his company was not ready to announce any news and declined to comment further. Spark Capital General Partner Alex Finkelstein didn't immediately respond to an email and a voicemail seeking comment.
Onswipe, which has raised $6 million previously, automatically redesigns regular websites for mobile devices, allowing for a reading experience and navigation based on swiping.
Up to now, Onswipe's customers have largely been small websites and niche publishers, such as CycleWorld, that either don't have the time, money, or in-house expertise to develop their own tablet content experience.
But the company is also trying to convince even large publishers that it's easier and cheaper to use Onswipe than it is to build flexible mobile designs on their own.
The startup also helps publishers bring their traditional display ads to mobile devices, but is hoping to build a network of proprietary ad formats designed specifically for touch devices.