After years of hearing about mobile’s future potential, the market is now fully available to both consumers and advertisers. We have several plans in place to run on relevant apps within the iPhone and Blackberry environments. Because the marketplace for ads has not yet caught up to new consumer habits, it is now possible to gain significant Share Of Voice (SOV) with, for example, the New York Times’ popular iPhone and Blackberry apps. As advertising catches up with these new habits, we expect the costs to rise dramatically to gain this level of SOV. But now is a great time to reach these high income, plugged-in, book-buying audiences for budgets that work for even mid-list titles.

Looking forward, the devices will change, the media will transform, unit size and availability will continue to shift. But whether we’re using Facebook, Twitter, the next mobile device or simply “old-fashioned” flash ads, any marketing strategy must be highly targeted to the most engaged reader pool possible. As the tools evolve, our commitment remains single-pointed: to reach and develop readers, book by book.