Click to View

Two Gen Y 'indie' staples struck agreements to mobilize content this week. Rock magazine Alternative Press inked a deal with AIRMEDIA to develop a cell phone version of the publication, while search and mobile space veteran InfoSpace will deliver content—ring tones, graphics and games—to the celluar storefront of MTV-alternative fuse.

AIRMEDIA mobilized Alternative Press (known to readers as AP) content will include wireless-only interviews, photos and breaking news, as well as access to the same information available in the print and online versions the magazine.

AP prides itself on how readership helps shape editorial vision. It intends to hold true to that ideal with the mobile version. Founder & CEO Mike Shea says, "We are all about making sure our audience connects with our brand on every level possible. This deal lets the magazine "really bring the brand’s essence to life and maintain the creative control we are accustomed to having in online and print," he added.

Under its arrangement with InfoSpace, fuse viewers will be able to order mobile content via a single shortcode (fuseM) promoted on select programs as well from the channel's mobile storefront, developed and managed by InfoSpace.

InfoSpace will provide fuse with music tones from major record labels and hundreds of independent labels in addition to thousands of graphics and InfoSpace's library of mobile games. InfoSpace content should be available on the fuse mobile storefront during the second quarter.

The deal expands both vendors mobile reach. InfoSpace VP of media content Kieve Huffman said, "fuse is a recognized and leading channel for tech-savvy music enthusiasts, so we're excited to work with them for a simple, on-the-go solution for easy access to mobile entertainment."

"Working with InfoSpace allows us to once again deepen the fuse experience across multiple platforms with our key demographic of young adults," explained Lisa Choi Owens, VP of business development for fuse. "We will continue to identify technology trends which allow us to deliver the best mobile content to our viewers."