The media tycoon Rupert Murdoch has explained that the future of the newspaper industry relies on effective competition with the forces of mobile technology, including the laptop and Apple’s iPod.

Addressing the Worshipful Company of Stationers and Newspaper Makers in London, he said that while newspapers would continue to thrive for some years to come, they would also need to adapt to impress consumers demanding content to be “delivered when they want it, how they want it, and very much as they want it”.

However, the man behind the success of the Sun newspaper and Sky TV was upbeat about the challenges faced by the traditional publishing industry.

The right journalism and page layout would continue to attract readers, he insisted, while the industry would have to accept its publications being “just one of many channels”.

The development of the mobile phone, laptop and iPod means that people can catch up with their news and sport on the move, with instant and convenient access.

The news comes as one analyst with American Technology Research estimated iPod first quarter sales exceeding Apple’s own estimates.

Shaw Wu anticipated around 8.8 million iPods would be sold, compared with the more conservative 7.7 million suggested by Apple.

© 2006 Adfero Ltd