Bluestar Mobile, a YOC Group Company, has signed a deal with Independent News and Media to create a mobile site for The Independent newspaper. The Independent mobile site will help the newspaper to capitalise on the growth of the mobile Internet, extend its reach, diversify its revenue streams and attract new mobile customers to the brand and content. The deal is the first to result from YOCs acquisition of Bluestar Mobile, combining Bluestars customer portfolio –  which includes newspapers such as The Sun, The Times, The News of the World, The Mirror and The Guardian – and its range of services, with YOCs technology offering, media network and ad sales operation. YOCs media network currently serves over 170 million page impressions each month
Bluestar will design, build and manage the mobile site for The Independent, creating mobile marketing campaigns to generate awareness and drive traffic to the site.
The mobile site will provide content tailored specifically for the mobile channel and, says Bluestar, will enable The Independent to cater for its readers increasingly time pressed and mobile lifestyles, as well as allowing it to extend into new demographics. Ads on the site will be targeted to the individual reader, the company adds.
The growth of the Internet has invoked an enormous change in the world of publishing, and now the ubiquity of mobile handheld devices and the evolution of the commercial model surrounding them has finally made the medium a viable one for publishers, says Bill Swanson, Digital MD at The Independent. Were keen to meet this evolution head on with the launch of our mobile site, allowing our readers to access our news and content anytime, anywhere.
YOCs recent acquisition of Bluestar Mobile, which already counts newspaper titles such as The Sun, The Times, The News of the World, The Mirror and The Guardian among its customer portfolio, has enabled the mobile marketing agency to marry Bluestars impressive portfolio with its extensive UK media network which serves over 170 million page impressions each month, offering its clients enormous reach and great targeting capabilities.