ARCHIVES: This is legacy content from before Industry Dive acquired Mobile Marketer in early 2017. Some information, such as publication dates, may not have migrated over. Check out the new Mobile Marketer site for the latest mobile marketing news.

Time.com pushes long-form content on new iPhone site

Time.com, the online version of Time magazine, has launched a mobile site for Apple Inc.'s iPhone and iPod touch devices in an effort to better leverage long-form content on the channel.

The new Time.com mobile site for these two Apple devices is designed to give iPhone and iPod touch users a rich visual experience -- sliding pages, expanding images -- along with access to the latest news, analysis and photography from the site. Crisp Wireless, New York, powers and manages the site.

"I think the challenge is making longer-form content work on the phone," said Tom Limongello, director of sales at Crisp. "Desktop Web and mobile Web, in general, are ways of making the Time brand relevant between publishing cycles. The iPhone really is the proof that mobile can be enjoyable with longer-form mobile content."

The ad-supported site leverages the iPhone's Safari browser and touch-screen interface for easy navigation to content.

Users of the iPhone and iPod can access the site at http://www.time.com on their device's Safari browser and are automatically directed to the new site.

Sections on the Time.com mobile site include the top stories of the day and the latest news from around the world.

Readers will be able to get regular updates from Time.com blogs such as Swampland, Nerd World and The Curious Capitalist.

The site will also feature exclusive Time.com content such as political tipsheet "The Page," weekly newsmaker interview feature "10 Questions," Quotes of the Day and interactive photo essays.

IPhone and iPod touch users will be able to send stories directly from the specially tailored Time.com site to any email address.

The site will run premium banner ads.

Accessing the site won't cost any extra subscription fees, but standard data usage charges may apply.

"A lot of people would say this is another launch, another site, but the timing is great," Mr. Limongello said. "Because it's a time when people are already getting tired of following the presidential race. Time now has the opportunity to keep that interest going as we head into the home stretch."

What makes the Time.com site for the iPhone and iPod different from its regular mobile site is not the content -- it's the same -- but the user interface.

The new site has the iPhone and iPod's characteristic sliding capability, letting readers move from page to page in a more fluid manner instead of having to run a page refresh.

"If you look at what Time.com is offering, it's indepth features, image galleries, so it's the next step in mobile content browsing," Mr. Limongello said.

"In the beginning you got the weather, the news headlines and sports scores," he said. "With the iPhone they're also able to look at feature articles. Time can sort of lead in the user behavior of actually looking at feature content on the phone."