CollegeHumor.com, the leading Web site for dorm-room jokes, launched a new mobile site for the Apple iPhone.

The site, from mobile technology firm Quattro Wireless, will also include opportunities for iPhone-tailored mobile advertisements.

"The strategy here is to create a compelling site that takes advantage of all the advanced features of the iPhone browser, but organizes the content in a way that is better for users and gives CollegeHumor editorial control," said Lars Albright, vice president of business development at Quattro, Waltham, MA.

"Instead of trying to squeeze the PC-sized screen on the iPhone and make people pinch-and-scroll, our site has all of the content and navigation laid out in an easy-to-browse format," he said.

Founded in 1999, CollegeHumor.com attracts more than 6 million unique readers a month for its collegiate humor. Advertisers include Procter & Gamble Co., Universal Pictures and Ford Motor Co. IAC owns CollegeHumor.com.

The mobile site's large, menu-based navigation is designed to fit the iPhone -- one finger or thumb experience -- so the user doesn't have to zoom in or slide pages around to see content.

In another feature, the video and picture categories button pops up a transparent overlay navigation for quick access to deeper drill-down.

In addition, a "Cute College Girls" photo gallery has a click-to-zoom feature. Also, the site adds a bookmark to the user's iPhone home screen to get a CollegeHumor mobile bookmark icon.

"IPhone users have unlimited data plans and can access the mobile Web easily through the iPhone interface, so they tend to surf the mobile Web frequently," Mr. Albright said. "IPhone users also tend to be of a demographic that is inclined to browse for additional content."

The mobile site's ability to run ads is a plus point. The iPhone-specific ads on the CollegeHumor.com mobile site will be integrated into the content to ensure visibility.

"We present the ads in a way that allows for higher interaction," Mr. Albright said. "We present an AJAX ad unit that initially shows a CPM advertisement for 30-50 seconds and then switches to a rotation of CPC ads, which is an industry first."