Newspapers are read on the mobile phone

The mobile portals from JP/Politikens Hus are positioned first with approx. 70,000 users every month among the preferred Danish mobile sites. All together, the users generate more than 2 million page references and this has created an increased advertisement turnover for the media group.

The portals of JP/Politikens Hus ”mobil.eb.dk”, ”mobil.pol.dk”, ”mobil.jp.dk” are number one among the most visited mobile sites together with the other mobile products of the group. The 70,000 users every month generate more than 2 million page references and the impressing numbers is the result of a conscious commitment to the mobile media from JP/Politikens Hus point of view:

”We wish to face the future by counting on mobile sites which provide the customers with the possibility of taking the news along in their pocket. You could say that we always aim at delivering the best content which increases the traffic and generates more advertisements. That way we also generate more income from the advertisements”, JP/Politikens Hus Head of Mobile Thomas Hvidt, says.

New products

The portals are developed by Unwire and provide the users with access to many new and popular offers and service e.g. a mobile dictionary from Politiken which can be downloaded for free on the mobile phone. The portals also offer several sms products also developed by Unwire like competitions and news subscriptions.

Content adjusted to the mobile phone

Yet another important reason for the popularity of the portals is the technical design. The portals are adjusted to the mobile phones and are thus less data demanding compared to ordinary internet sites. This means that the users get quick access to news. Furthermore, the format is adjusted to standards on the market so no matter which mobile phone is used, the page always appears with the optimal resolution.

An alternative channel

At JP/Politikens Hus, it is desired that people use their mobile phone as a supplement to their existing use of media: ”Instead of making people swop from one medium to the other, we want the users to combine the media. We have been very successful at that”, Thomas Hvidt says.

News based on the desires of the reader

With the mobile platform, JP/Politikens Hus has taken a decisive step towards delivering content to the users no matter where they are. In the future, JP/Politikens Hus also wishes to make a mobile commitment:

”Our task is to make our different media platforms complement each other and therefore the mobile commitment has been so important. No doubt, this is what we believe in for the future”, Thomas Hvidt says.