If you are a local publisher still reeling from Craigslist and the collapse of display advertising, grab your helmet. Google is coming to town.

In recent months the search giant has released a dangerous trio of local services that newspapers and local publications should begin planning their counterattack (or their partnership agreements).

Journalistic curation – the practice of organizing, vetting and summarizing content to make it more digestible for a target audience – is gaining momentum in the online video space.  

Over 70 million Americans will use the Internet from their mobile phones this year, according to eMarketer. They are consuming content, buying apps and products, and looking at ads.  In fact, there are favorable numbers on both the paid content and mobile advertising sides of the business.  While Apple reports that iTunes has sold over 1.6 billion apps, mobile advertising is also growing quickly and is forecasted to increase 30% next year to $241 million.

It’s a given that you need a mobile version of your website in order to deliver a good user experience on a mobile phone.  But does the content itself need to be tweaked as well? You bet it does.

Assuming you have a mobile version of your site, can’t you just strip out the graphics, images, pdfs and flash and call it a day?  If you want to make your content useful on a mobile device, you’ll need to do more.

Here are 5 factors to consider for publishing to mobile platforms:

Retaining existing customers should be a key goal of any company’s marketing strategy these days.  It’s all too easy to get complacent once you’ve sent a new customer your standard suite of follow-up emails and received a few checks from them.  Most companies put so much effort into customer (or audience) acquisition that retention measures, especially customer service, get mostly ignored by senior management.