HubCiti Helps Publishers Reach Audiences and Advertisers on Mobile

Tyler Morning Telegraph’s HubCiti mobile app
Tyler Morning Telegraph’s HubCiti mobile app

Newspapers have always been the hub of information for communities, and in the digital age, HubCiti, based in Austin, Texas, helps them remain that way. HubCiti builds community orientated apps for publishers to monetize mobile, provide locally relevant content for readers and build brand loyalty.

Chief marketing officer Penny Merian said the app’s advertising offerings include banner ads, deal redemptions, event management, native content, and bundles that can be paired with online and print ad campaigns.

“We can capture the entire user experience,” Merian said. “Our platform takes advantage of all the reasons why mobile is good.”

Penny Merian
Penny Merian, HubCiti chief marketing officer

Last June, the Tyler Morning Telegraph in Texas became one of HubCiti’s first newspaper partners. After using a mobile app that only provided news content, publisher Nelson Clyde said they turned to HubCiti because it offered a more robust and comprehensive solution to help them improve their mobile offerings.

“The app gives us the ability to talk to businesses and give mobile solutions to their business,” he said. “With the adoption of smartphones, you’ve got to have that solution (in your portfolio).”

When E&P spoke with Merian, HubCiti had three live apps available for its newspaper partners. According to Clyde, the Morning Telegraph app was built in less than four months. But Merian said they can build an app as quickly as in 30 days depending on a newspaper’s needs.

As a HubCiti partner, publishers can create their own content, ads or video to be placed in the app or have HubCiti assist in development or create it entirely. And the app is easily configurable.

“Like a website, you can make menu and image changes without coding,” Merian said.

Even though the Morning Telegraph is in the early stages of using the app, Clyde said it’s been successful so far with more than 50 percent of their site visits coming from mobile.

“We’ve had success with the chamber of commerce,” he said. “I believe cities and school districts in addition to retail and restaurants can benefit as well.”

Clyde added it’s important for publishers to experiment and try different mobile solutions because that’s where they’ll find their audience. “I don’t know a lot of publishers that are happy with their mobile solutions. (HubCiti) is something that works for us and it could work for other newspapers as well.”

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