Cox papers go mobile

Cox Newspapers has tapped Quattro Wireless to power 19 new wireless Web sites.
The subsidiary of Atlanta’s Cox Enterprises Inc. launched mobile destinations for newspapers such as the Austin (Texas) Statesman, the Palm Beach (Florida) Post, the Dayton (Ohio) Daily News and the Waco (Texas) Tribune-Herald. The sites use Quattro’s technology to adapt Internet content for phones “on a handset-specific basis;” Quattro will also sell and deliver ads through the mobile sites.
A Boston-area startup, Quattro has gained traction as traditional publishers increasingly target consumers through their mobile phones. Quattro powers mobile efforts for customers including CBS News, The Street.com and Boston.com, and the company earlier this year was behind a text-voting effort from Playboy Entertainment Group Inc.
“News is a natural fit for the mobile audience and mobile’s ad-supported platform provides a great opportunity for the evolving news business,” said Lars Albright, Quattro’s VP of business development. “Advertiser response to the Quattro news channel has been very positive with particular interest in the local targeting opportunities sites like the Cox family of newspapers offers.”