SILVER SPRING, MD: Discovery Communications used a mix of traditional and social media outreach to launch DiscoveryNews.com, a science and technology Web site that used to be a feature on Discovery Channel's site. DiscoveryNews.com was launched in conjunction with an iPhone app and an exclusive news story about the archeological discovery of Persian King Cambyses II's Army.

"Obviously, news is really big on mobile and we thought it was a good message to launch them together," said Juliet ...