Hearst is experimenting with adapting print content for mobile platforms through various initiatives: 1) They are releasing digital magazines and apps on multiple platforms like the iPad, Kindle, and Nook to learn what works and get feedback from users. 2) A dedicated "App Lab" team collaborates across departments to develop new mobile experiences like rich media ad units, SMS campaigns, and apps that integrate print content. 3) Their goals are to learn through experimentation, get objective user feedback, and build a business for the future of publishing in a mobile world.