How to Save Local Newspapers: Cellphones
July 28, 2008 · · Comment
The mission of Verve Wireless, which powers mobile versions of 4,000 newspapers from 140 publishers, is to save the local paper by making it mobile, The New York Times’ Claire Cain Miller says.
Local plus mobile is a winning formula for advertisers too, says Tom Kenney, Verve’s president. There is still no better way for the local florist or bakery to reach potential customers than the daily newspaper, he argues, and mobile makes that even easier. A Mexican restaurant can send a reader a coupon for a free margarita when they are walking nearby during happy hour, for example, or a car dealer could deliver an ad with a map and walking directions when a user types in an auto-related search.
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