The International News Media Association held its annual conference recently, and a major theme was how publishers are looking forward with mobile strategies. A summary highlights the comments of Mark Challinor of the Telegraph Media Group, a man who speaks “with the flush of success of a publisher who believes he’s cracked the code.”

The most interesting insights however came from examining the behaviour of the Telegraph’s audience: 44% of the audience during the Olympics used more than one platform to connect to its content. Mobile and print access peaked between 7-9 a.m., the Web spiked at lunchtime, and iPad activity was most prevalent in the evening.

The audience demographics were also telling. The average age of a weekday print reader is 61, 50 for an iPad reader, 44 for the Web site, and 35 for smartphone readers.

“That gives us extraordinary insights into what to do with our content,” Challinor said. “This is about audience connection, not just broadcast. You can’t just publish everything everywhere and think that will do. It needs to be tailored and targeted both for the device and the audience.”

Other advice included “embrace the cloud,” building journalism as a digital network, and increasing awareness of technologies like augmented reality and quick response codes.