The news-reading app, Pulse, established around three years ago, now boasts some 20 million readers who use the facility to read headlines from major publishers such as ESPN, GQ and Associated Press. Publishers can offer Pulse either the full article, or a snippet and a link to the article elsewhere. </p> <p>Consumer subscriptions make way for sponsored content </p> <p>Pulse started out as a paid for app, however, like many content providers and distributors it failed to get this business model off the ground and so flipped to focusing on good sponsored content. Note the word “good” there; this content has to stand alongside articles from top publications, so needs to be able to hold its own - no meaningless padding allowed. </p> <p>Content has to have worth</p> <p>Why wouldn’t they just go the paid ad route? Well, most of Pulse’s use is, obviously, across a mobile device – where size and a greater feeling of intrusion challenge traditional banners or other ad formats. Sponsored content fits far better with the activity that users are engaged in at the time – browsing for something interesting to read – as long as the content is of high quality and is relevant. For example, a piece from investment management firm T. Rowe Price (by an independent writer) addressed the growing market for coffee in China, with no mention of the firm itself in the article. </p> <p>As the mobile markets grow and as online consumers increasingly tire of intrusive marketing tactics, the need for valuable, targeted marketing content will continue to expand – as will the demand for it to be able to hold its own against professionally produced and published media.<br />