From NetNewsCheck

Newspapers have a second chance with mobile to make up for their initially sluggish embrace of digital, but they’d better evolve fast.

Opportunity “is knocking on our door,” Joe Weir, chief revenue officer for The Dallas Morning News‘ DMN Media told attendees of the Newspaper Association of America’s mediaXchange here on Monday. “The consumer is already telling us where they’re going.”

Weir was among a panel of executives making an impassioned case for mobile development and warning publishers to act quickly on the platform before the battle is lost to nimbler mobile pureplays.

“We need to operate like a pureplay,” Weir says, noting he has a product team making every effort to build mass and scale on mobile. He says only 5% of U.S. ad spend was on mobile last year, but that is projected to shoot to 25% by 2017 or 2018, underscoring the urgency to build fast.

“For us, it’s all about how we take more market share,” Weir says.

ESPN’s John Kosner, executive VP of digital and print media, says 40% of his audience is coming in through mobile, and the company has pivoted around that platform.

“This is the main event,” Kosner says. “Our focus is on mobile.”

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