Marketing Momentum

Tuesday, July 11, 2006

Magazine Uses Mobile Marketing Toward College Women

In a recent post, Media & The Millennials, I described Mediaweek's findings on the tremendous amount of electronic media time this generation uses. Well, it looks like magazines and their advertisers, targeting this segment, are realizing it as well.

According to GenDigital, Lucky Magazine, the 12th most read magazine by college women, will be integrating call-to-action mobile elements in its upcoming September issue. Maxim magazine, the #2 mag among college men, ran a similar program about a month a half ago.

Lucky's "Live Buy It, " uses PayPal's Mobile Text2Buy to offer readers products from 18 marketers and retailers. Readers text their specific purchases using their mobile phone.

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