More than a third believe their publication already has a welldeveloped plan for succeeding in the mobile market.

Among senior executives, 56 percent said their publication has plans to develop a smartphone application in the next 24 months, in addition to the 17 percent who already have an app in production.More than half 55 of print publishers believe that digital delivery of their publication is important to their future, threefourths believe their publication will still be available in print form five years from now.In addition, fiftypercent of publishers believe the future business model of mobile content will be supported by both advertising and subscriptions, while a third believe mobile will have a significant impact on their publications revenue in just three years.ABC also found publishers believe there are many opportunities for paid mobile advertising, including sponsorship, search, video, and banner ads.Although the mobile market is in its early stages, it offers tremendous opportunities for marketers to reach and interact with audiences, said Edward Montes, executive vice president and managing director of Havas Digital North America.With text and multimedia messaging, branded mobile apps, content sponsorships, display advertising, paid search, and locationbased targeting, the platform becomes an integral component of the overall marketing strategy. It has enormous potential for clients, in my view, so its great to see newspapers and magazines embracing digital publishing.