What does "mobile first" mean to the media?

If a media org has to ask that question in September 2013, then that media org is already way behind the times and behind their competitors.

http://digiday.com/publishers/what-does-mobile-first-mean-to-publishers/

Excerpts:

Jon Steinberg, president, BuzzFeed
Mobile-first is not enough. Mobile should be all you care about.

Julie Hansen, president, Business Insider
It means mobile at the expense of other formats, so an experience that’s great on mobile but lousy elsewhere — or not as good elsewhere. [what?] We’re going to concentrate on nailing the cross-screen experience first, before we move onto mobile-first experiences. [double what?]