News Corp.?s The Daily continues to build its mobile-only news strategy with an iPhone application featuring a lower subscription cost aimed at acquiring new users.

Up until now, The Daily has positioned itself for only tablet users, and the new iPhone app is the publication?s first foray into bringing its news content into the smartphone market. Consumers who currently subscribe to The Daily can download the iPhone app for free from Apple?s App Store.

?We know our subscribers love to sit with The Daily over their morning coffees or spend time on their couches with it in the evenings ? but we learned over the last year that sometimes they want to be able to read it on line at the supermarket, too,? said Rebecca Grossman-Cohen, senior director of marketing at The Daily, New York.

?We're still committed at the core to our tablet app, and we're continuing to focus on and improve that every day,? she said.

?Ultimately we think the best experience is to get the bundle ? tablet and mobile ? which is also the best value.?

Mobile news nuggets
Similarly to the tablet versions, The Daily iPhone app is ad-supported and includes banner advertisements from companies such as Fox Television.

Although some content is free, users can pay a $1.99 a month or $12.99 a year fee to access the entire app?s content. To compare, the tablet version of the app is .99 cents per week or $39.99 a year.

Users can watch videos, read articles, post comments and share content via email and social media sites.

Giving users a reduced price for the smartphone version of the app is logical with the size of the device. However, the iPhone app could also signal how The Daily is aiming to get as many users as possible.

Daily aggregator
The Daily, which celebrated its one-year anniversary earlier this year, has made a big push to get content on multiple mobile screens.

For example, in January the company launched on Android tablets. Consumers who buy a Samsung Galaxy Tab device will have The Daily app preloaded as an incentive to sign up for a subscription (see story).

Also in January, The Daily said that it has 100,000 subscribers.

Additionally, partnerships play a big role for the company. The Daily recently teamed up with the Rovio?s Angry Bird franchise on an app that gave fans content and tips on playing the game.

According to Ms. Grossman-Cohen, the publisher will be releasing an Android smartphone app soon.

When transitioning its content from a tablet to a smartphone, the executive said that keeping in mind the different behaviors between the devices was key.

?We know people snack on content throughout the day on their phones, whereas tablet users tend to consume in a more leisurely, extended way,? Ms. Grossman-Cohen said.

?So we wanted to make sure people could experience The Daily in the manner in which they would normally use their devices,? she said.

?Besides our regular seven verticals, we've created separate video and photograph sections for the iPhone app, two types of media we know readers love to be able to consume on the go.?

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York