This article from Digiday details what we have been thinking and what publishers have been telling us for a long time: http://digiday.com/publishers/publishers-concentrate-mobile-web-apps/
Quite simply, brand publishers are best off using apps like Facebook, Google Search, Gmail, Twitter, Google+ and Yahoo! Mail to distribute headlines that then drive traffic through the side doors of the site, their article pages.
Not only does it drive traffic but also efficiency. When sites are designed responsively, a site built once dynamically orientates to the device where it is viewed. Content is updated once and ads can be managed through one platform.
Unless you are a stand alone application such as a Twitter, Instagram, Pinterest or utility application like a fantasy football or game app, you need to concentrate your efforts on building a responsive site that addresses your mobile web audience.
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