Global current affairs publication The Economist is continuing its partnership with Samsung by rolling out its mobile application to all of the manufacturer?s next-generation devices including the Galaxy S6, suggesting that more media brands should be working in tandem with technology marketers.

Users that subscribe to Samsung?s mobile services may access The Economist app, which offers unrestricted access to each issue and its weekly articles. The app will be available on the hotly anticipated Samsung Galaxy S6 and Galaxy S6 Edge as part of Samsung?s Galaxy Gifts package, providing subscribers with premium and exclusive mobile content.

?Content media is an eyeballs business - the larger the audience and the more engaged they are, the higher the CPM rates publishers can charge advertisers,? said Puneet Mehta, CEO and co-founder of MobileROI, New York. ?Earning a space on the homescreen is quite a feat for any publisher, so the fact that The Economist is coming preloaded on all Samsung devices helps the brand overcome one of publishers? biggest challenges on mobile. 

?On the flipside, Samsung is providing its users access to quality content for free, so this really is a win-win for both brands.?

Physical and digital
The Economist and Samsung?s partnership bridges the gap between the physical and digital world, and also speaks to the growing amount of users that prefer to consume news content via their mobile devices while on-the-go.

The Economist?s deputy editor and head of digital strategy, Tom Standage, claimed that 80 percent of adults will own a smartphone by 2020, a fact that will reshape many industries, including the media sector. The Economist hopes that by including the app in Galaxy Gifts packages, it can reach an even wider audience with relevant global trends.

The Economist app enables readers to access each weekly issue at 9 p.m. London time each Thursday, and allows users to switch between reading articles and listening to the publication?s audio easily.

Customers may also store back issues, purchase specific issues within the app and share interesting articles via Facebook, Twitter and email.

The Economist has previously partnered with Samsung, and made its app available in the Galaxy Gifts package for the brand?s Galaxy S5, Tab S and Note 4 devices.

Media and mobile
Entering into a long-term partnership with an established mobile manufacturer such as Samsung is a smart move in today?s rapidly growing media sector. More customers are yearning for bite-sized, ?snackable? pieces of news or content, prompting them to turn to news publications? mobile apps or mobile sites for easy consumption.

The New York Times recently overhauled its Android app to include a more user-friendly layout for tablet devices and more shortcuts for quick swiping capabilities (see story). The revamped app also provides breaking news alerts that can link to developing stories, should consumers want to keep up-to-date with the latest occurrences.

It combines high-resolution photographs with top reports, which displays how media publishers are combining traditional methods of reporting with mobile-optimized ways to better cater to their consumers? needs.

The Economist is likely to experience positive feedback from Samsung users, and should also explore integrating with similar iPhone subscriber packages.

?Publishers need to figure out ways to engage with their readers and grow their audience on mobile,? Mr. Mehta said. ?Consumers are increasingly getting their news and entertainment via their mobile devices, and if publishers don?t have a solid mobile strategy, which could include distribution via packages like Galaxy Gifts, they will become irrelevant in today?s world.

?While many quality publishers rely on subscriptions for revenue, mobile is opening the door for new revenue streams including being the ?host? apps for beacon-enabled brand promotions and marketing.?

Final Take
Alex Samuely is an editorial assistant on Mobile Marketer, New York