Publishing execs embracing mobile

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Schaumburg, Ill.—Almost 70% of newspaper and magazine executives surveyed by the Audit Bureau of Circulations say that publishing for mobile devices is receiving more attention at their publication this year than last.

The ABC Monday released the findings of the online survey, which polled newspaper, consumer magazine and trade publication executives.

More than a third of the executives surveyed said their publication already had “a well-developed plan for attacking and conquering the mobile market.” Forty-four percent said mobile devices had helped increase visits to their Web sites by up to 10%. Additionally, about 50% predict mobile traffic to their Web sites will increase 5% to 25% in the next two years.

“The results of ABC's survey demonstrate that publishers recognize the growing importance of mobile devices in consumers' daily lives and are actively embracing mobile as a new way to extend their brands,” Michael Lavery, ABC president-managing director, said in a statement.

ABC said that 375 executives completed the survey. The report, “Going Mobile: How Publishers Are Preparing for the Burgeoning Digital Market,” is available at the ABC Web site,

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