After seeing a big increase in traffic — particularly among college students — work at The Sacramento Bee began on a redesigned mobile site and the development of an Android app, with educated and affluent consumers in mind, explains says Darrell Kunken, research director. Success there led to further work with its newspaper consortium partner, Yahoo!

But The Sacramento Bee remains more excited about tablets than smartphones for now. “We are excited and maybe a little intimidated by the growth of tablets,” says Francesca Lewis, the company’s senior vice president/advertising. “If the Bee cannot develop fast internally, we will go to third-party partners.”

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