DMGT to launch 15 new iPhone apps

Posted by Leah McBride Mensching on December 16, 2009 at 12:34 PM

Daily Mail & General Trust is setting its sights on being "the leading mobile publisher of applications in Europe," and to that end, will launch at least 15 new Apple iTunes applications over the next six months, Richard Titus, chief executive of Associates Northcliffe Digital (DMGT's digital division) announced.

The first half of the applications are expected to be launched early in 2010, including apps for Metro.co.uk, Mail Online, Motors.co.uk, Jobsite, Teletext Holidays, Findaproperty.com, This is and Local people, The Financial Times reported today.

However, Guardian.co.uk, Telegraph.co.uk, Independent.co.uk and some regional titles already have iPhone apps, paidContent UK's Patrick Smith pointed out today, asking why news publishers are "so keen on smartphone users downloading bits of software when there's a perfectly good Internet out there that displays everyone's content available to everyone? It's got a lot to do with marketing..."

When newspapers associate their brands with the iPhone, it's a "real PR coup for a company looking to impress in the digital arena," he writes. And although income from apps is pretty small, it's something - the Guardian app made about £20,000 in its first 48 hours. It charges £2.39 for the download, and is currently listed at No. 2 on the top news apps for the iPhone.

However, the DMGT apps will be free to downloaders and supported by ads.

"People will pay for convenience and scarce content. But I don't think they will pay for everything. Mobile advertising is very new but is now something that people are starting to take seriously," Titus told the FT.