Satirical publishing company The Onion, "America's Finest News Source," has launched an ad-supported mobile site and selected ad network Quattro Wireless for a mobile advertising and publishing partnership.

As an exclusive publisher in the Quattro Mobile Ad Network, The Onion will leverage Quattro's Ad Sales and Operations, as well as their technology platform, in order to publish daily news and entertainment to a mobile audience. By adding The Onion's 6 million readers with Quattro's targeting technology, the partnership is designed to create opportunities for marketers and agencies.

"The Onion and Quattro have partnered to build out a mobile Web property that takes their most compelling online world to the mobile space -- selecting content that will do well on mobile and adapting it across all the different handsets," said Lars Albright, vice president of business development for Quattro Wireless, Waltham, MA.

"We've partnered to be the exclusive third-party advertising partner for The Onion, helping them to monetize the site through CPM and CPC advertisements," he said. "The Onion has a very active readership and a compelling demographic for advertisers to reach."

The Onion's core demographic is 18-44, tech savvy and skews males, although there is a decent blend of males and females.

"Onion readers are quick to pick up new technology, many of them have high-end devices, and they're making the mobile site part of their routine," Mr. Albright said.

"Both parties realized that this is a great way to supply online and print content in a mobile environment, and so far in the early days it's been tremendous as far as site traffic and interest from advertisers," he said.

Currently The Onion's mobile site can be accessed at http://mobile.theonion.com, although a mobile-optimized version will launch soon at http://www.theonion.com.

"The mobile site has all the top content from The Onion, including top stories, latest news, briefs, photos and The Onion Radio News broadcasts via mobile as well, which has been a hit online," Mr. Albright said. "The site provides mobile access to audio news clips, and it's had great click-throughs so far.

"We're excited about the partnership, because The Onion is a fun, entertaining brand, and it's a great fit for mobile," he said. "The content fits well for mobile consumption, from both a readership and advertising perspective."

Through Quattro's platform, The Onion's Web content has been dynamically configured with the layout and navigation specifically adapted for all types of mobile handsets.

Additionally, the mobile site has been designed to support audio feeds for The Onion Radio News network.

The Onion is a national humor publication and Web site that offers satirical news and views.

More than 3 million people read The Onion each week, online and in print in select cities nationwide.
A million more listen to Onion Radio News nationwide. In 2007, The Onion launched Onion News Network, its 24-hour video news network.

The A.V. Club, The Onion's arts and entertainment section, provides thorough coverage of the week's local and national cultural happenings, from interviews and offbeat features to reviews of the latest films, music, books and video games.

In the local print editions, The A.V. Club provides calendars, restaurant guides, dedicated theater sections and weekly feature stories covering the city's cultural pulse.

Mobile ad network Quattro Wireless uses its technology and exclusive partnerships to further its goal of creating reach, consumer engagement and efficiency for marketers and advertisers.

Quattro specializes in all mobile channels -- including mobile Web, SMS, applications and video -- and platforms -- including Apple's iPhone, Research In Motion's Blackberry and Google's Android.

"Our partnership with Quattro should move us ever closer to our sole goal in business: total domination of the nation's -- and, for that matter, the world's -- digital media channels," said Steve Hannah, CEO of The Onion, in a written statement.

"Teaming up with Quattro pretty much finishes the job," he said.