The Washington Post is beefing up its strategy by adding an Android application to its mobile repertoire.

The Android app joins the publisher?s other mobile offerings, including a mobile-optimized site, an SMS program and apps for iPhone, iPod touch and iPad devices. Toyota is sponsoring the Android app.

?With our Android app, we?ve made Washington Post content available in a rich, visual experience that leverages the Android platform so it can be delivered instantly to users, whenever they want it,? said Ken Babby, chief revenue officer and general manager of digital at The Washington Post, Washington.

?We?re focused on creating a suite of innovative products that feature The Post?s content and take advantage of the functionality and features of mobile platforms, especially ones with growing market share, such as Android,? he said.

On-the-go news
The Washington Post app gives users access to the publication?s articles and content.

Users can also view photo galleries and slide shows on the app, as well as browse breaking news alerts with friends and family.

Consumers can share articles with family and friends via email, SMS, Facebook and Twitter.

The app also updates weather, traffic and metro alerts in real-time for the Washington area and lets users store articles to read later.

Toyota's sponsorship of the app includes banner advertisements and custom-screen ads.

The banner ads direct consumers to a landing page where they can learn about local offers and deals at Washington-based Toyota dealerships.

Consumers can view the local weather on the app

In addition to the Washington Post Android app, the publisher recently rolled out the DC Going Out Guide app for iPhone, iPod Touch and iPad devices.

The app lets Washington residents find nearby restaurants, events, bars and clubs and movies.

In addition to reading Washington Post content, users can book reservations at restaurants.

?Ultimately, our goal is to provide dynamic experiences so our users can access The Washington Post in a variety of ways,? said Mr. Babby.

Go-to guide
In addition to apps, The Washington Post has concentrated on developing a cross-platform mobile strategy.

Most recently, the publication launched an iPad app that involved social media and recent articles (see story).

Additionally, The Washington Post saw a surge in mobile traffic after the Oct. 5 death of Steve Jobs.

By making mobile products across multiple platforms, The Washington Post has recognized that mobile is a growing channel for consumers.

?We?re focused on making our news content available wherever readers want it,? said Raju Narisetti, managing editor of The Washington Post, Washington.

?Our mobile experiences are just as in-depth, engaging and interactive as our other news experiences,? he said.

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York