Embodiments are directed towards selecting news formatted for a mobile device that is similar to currently popular desktop formatted news. Words are extracted from the desktop news and weighted based on various criteria. A comparison is then performed between the weighted words and available mobile news to identify similar mobile news. If an insufficient amount of mobile news is identified, then a revised similarity comparison is performed by modifying the keyword list using a virtual title weighted and/or sorted based in part on relevancy to the currently popular desktop formatted news. The resulting news articles formatted for mobile computing devices are then made available using a push and/or pull mechanism, instead of making available one of the news articles formatted for non-mobile computing devices.