NEW YORK: A number of major players in the US media industry are seeking to increase their presence on Apple's iPhone, despite the fact an obvious way to drive revenues through this medium has not yet been established.

In its most recent forecast, Magna, part of Interpublic Group, predicted that total mobile adspend would increase by 36% on an annual basis in 2009, to $229 million (€162m; £139m) in all.

While a variety of prominent advertisers, such as Unilever and Procter & Gamble, have sought to utilise Apple's touchphone to engage with consumers, the opportunities, and threats, for media companies appear to be somewhat different.

USA Today, the daily news title owned by Gannett, has developed its own application for the smartphone, in recognition that this channel is rapidly growing in importance.

Matt Jones, vp for mobile strategy and operations at Gannett Digital-USA Today, said "the iPhone has really been a phenomenon, so I think most media brands, at least the national ones, are thinking it's a place they have to be."