The Wall Street Journal, Twitter look to mobile apps

As more consumers turn to smartphones and tablets to access news and social media, companies are responding with new tools for communications professionals.

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The Wall Street Journal is testing a news app called “What’s News,” which will be offered in addition to its current subscription. It’s the first product the Journal has created that’s available only to mobile readers, and it will offer a digest of the day’s most important stories.

According to Capital New York, the app was designed to increase reader loyalty:

From a business standpoint, the app is designed to shore up subscriber loyalty as the Journal marches toward a goal of 3 million paying customers by 2017; it currently has around 2.2 million, roughly 700,000 of which are digital-only subscribers, according to company estimates.

PR and marketing pros don’t have to produce an app in order to take advantage of the growing trend toward mobile devices.

On Wednesday, Twitter introduced an advertising tool that will enable advertisers to measure and target users based on the app categories installed on their phones.

Twitter’s product manager of revenue, Deepak Rao, explained how the feature works in a company blog post:

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