Some publishers do get it.....

.....actually, the number of publishers that are beginning to ensure that mobile is part of their core proposition is growing nicely. I would have many good words to say about New York Times, ESPN, The Times, BBC and a growing number of others.

One in particular worth highlighting is Reuters who are one of the leaders in the mobile space, developing and expanding their brand not just in the UK and US but worldwide with a quality offering. Their approach to Mippin was also pioneering - using it as a platform for its mobile specific RSS feed to drive people through to its existing mobile site. It works well.

The images below show a really simple but effective implementation which should take little or no effort internally and should be a lay-up for every publisher. There is no excuse. (You just know though that some mobile evangelist in every organisation is having to work far harder than you might imagine to make this happen).

These are photos taken in the back of a NYC Cab on a recent visit.

Most appear to have TVs in the back for passengers featuring content from a small number of publishers. Reuters get top marks for making clear that I can find out more by going to 'm.reuters.com'. Perfect marketing to my mobile context.

A tip of the hat for a job well done.