Cox Newspapers has launched WAP sites for a few of its local print properties in an effort to use mobile as an additional source of revenue.

The newspaper publisher tapped Quattro Wireless to provide a complete package of mobile services such as site mobilization via a juicing technology, ad operations and ad sales. Some mobile Cox Newspapers sites include Statesman.com, PalmBeachPost.com, DaytonDailyNews.com and WacoTrib.com.

"This follows the trend of print papers being aggressive on emerging media because it serves as an additional revenue source for them," said Lars Albright, vice president of business development at Quattro, Waltham, MA. "There's been a recent trend of newspapers and print publications adding more innovative things and extending their presence and readership via emerging media like mobile."

The new mobile sites cover states such as Texas, Ohio and Florida. They offer visitors access to breaking local and national news and Quick Search features for accessing local restaurants, events, music and movie listings.

"The sites represent a way for advertisers to reach a local and targeted audience on a mobile device," Mr. Albright said.

In addition to Cox Newspapers, Quattro powers sites and sells mobile advertising for other news properties such as CBS News, The Street.com and Boston.com.

Quattro's juicing technology is a real-time method for adapting wired Web content for mobile on a handset-specific basis. Quattro has already produced almost 20 mobile sites for Cox Newspapers.

The regional Cox Newspapers sites provide another means for readers to get local information, while also allowing the newspaper sites to generate additional revenue through mobile ads.

Using the Quattro Wireless Ad Platform, Cox Newspaper publishers can now serve advertisers looking to target local markets.

"News is a natural fit for the mobile audience and mobile's ad-supported platform provides a great opportunity for the evolving news business," Mr. Albright said "Advertiser response to the Quattro news channel has been very positive, with particular interest in the local targeting opportunities."

Cox Newspapers is one of the nation's 10 largest newspaper publishers with 17 daily and 26 non-daily newspapers.

Other Cox Newspapers-owned operations include direct mail and coupon giant Valpak and Saving Source Direct.

Quattro Wireless is a mobile advertising network with a pre- and post-click technology platform.

"From a technology standpoint, our services make it easy for readers to get their breaking news, weather and sports information in a scalable way," Mr. Albright said. "Cox is very excited about the ad-revenue potential."