Publishers today need to build 4 different versions of the same content: Desktop, mobile browser, iOS, and Android.
On your phone you can read the same content in the mobile browser, and through the publisher's app. Here’s an example with a piece in the New York Times:
Check out the Hacker News thread on this article and enjoy the controversy around this proposal.
- Every Step Costs you 20% of Users
- The Biggest Problem in App Discovery
- Rethinking the App Model
- The Two Hurdles of App Adoption
- Getting People to Use Your App
 User webXL on Hacker News makes a good observation: "Take out that automatic nonsense and I think he makes a good proposal. A URL can currently load a local app rather than a page in webkit. Only in this case, there would be some markup that would tell the browser to check for the installed app, perhaps the browser would present some unobtrusive indicator that a hybrid app was available to download. Just keep the address bar and the rest of the browser chrome there, swap the webkit frame out with the app's window, let the app access some of the history APIs, and you'd have a good portion of this figured out."
 There are various DNS and cryptography based ways to prove that both the app and the site are from the same publisher, but I'll leave it to the experts to figure out the details.