This article speaks to Hearst's evolving business with more and more online readership occurring on mobile. Although 23% of traffic comes from mobile it seems like the monetization of this traffic has been lagging, but will be focused on more in the future. I think in general it will be interesting to see how advertising continues to evolve for publishers whose content increasing moves from print to online, and particularly mobile. From an advertiser perspective it would be interesting to know if they approach the different formats as a targeting opportunity or if they create a holistic campaign strategy for all formats.
http://www.adweek.com/news/advertising-branding/hearst-reboots-mobile-mag-sites-ad-push-144080
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