On Advertising: Mobile phones are new frontier in advertising

By Eric Pfanner, The International Herald Tribune

Published: March 11, 2007

Old media got left behind in the race to go online, in part because the prospects for advertising, traditionally the major revenue generator for newspapers, magazines and television, seemed unclear on the Internet. Then online advertising took off, and old media are still playing catch-up.

Now, with the next iteration of the Internet, the mobile Web, spreading around the world, publishers and other content providers are trying to keep up, lest they get in late on another advertising bonanza.

Last week in London, the Online Publishers Association released a study showing that use of the mobile Internet is on the rise, along with acceptance of mobile advertising.

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