NEW YORK -- A panel on integrating old and new media opportunities at the Direct Marketing Association's DM Days conference drove home one point: direct marketers are curious about mobile.

The session, moderated yesterday by CGSM Inc. president Mark Kolier, featured executives from Huntington Learning Centers Inc., Publishers Clearing House, 10e20 and this writer. It was clear from the line of questioning that mobile was top of mind, especially given Apple Inc.'s announcement Monday of the new 3G iPhone's launch.

"Apple is going to drive the U.S. kicking and screaming into mobile marketing," said Steven Brita, senior director of online marketing at Publishers Clearing House, a Port Washington, NY-based sweepstakes specialist.

"PCH is aggressively moving into mobile," he said. "Sweepstakes is a natural."

Eight-five percent of iPhone users use that phone to go WAP sites, as opposed to the 10 percent to 15 percent of regular phone users, Mr. Brita pointed out.

More phones relying on faster 3G network speeds will help Internet consumption over mobile phones, he said.

Chris Winfield, president of search marketing specialist 10e20, recommended that marketers check their Web sites on different phones.

"People are finding your site on a mobile device," Mr. Winfield said. "If your site is all Flash, then you're losing business."

Also see how the site lists on Google searches, he said. It is key to appear high on local search listings.

"If you're any type of local business, you should look at mobile search marketing," Mr. Winfield said.

But then there's Huntington Learning Centers. Laura Gehringer, director of marketing and advertising, doesn't think mobile works as a customer acquisition tool.

Targeting mothers, Huntington's sales are highly personal and high end, so mobile has limited value on the front end.

"Our moms are even leery of what's written on the Web," Ms. Gehringer said.

The panelists discussed the role of traditional media -- consensus: each medium has its own place on the table -- as well as the effect of organic and paid search on marketing platforms.

The consensus on search: too small to affect mobile, but a looming presence on that channel and a must-have, at least in organic, for a strong Web presence.

Also, did blogging help or hurt? Help -- provided that marketers are authentic in their communications, committed and have the stamina to post regularly. And they must be aware of the public relations and legal ramifications of blog posts, particularly if the company is public.

Another point discussed was the Europe and Asia's lead over the United States in mobile marketing. That was easily explained. The U.S. was ahead of these markets on the Internet, while they leapfrogged computer technology to mobile.

But all eyes are focused on how a complex market like the U.S. adopts mobile for marketing, content and transactions. Improved handsets, faster Internet connections and downloads, more consumer awareness of device features and better pricing plans will all help mobile marketing.

"Mobile today is called the third screen," Mr. Kolier said. "Mobile eventually might be the first screen."