Hachette To Launch New SMS Marketing Service

Hachette Filipacchi has launched a new mobile marketing service across its portfolio of titles, which includes Sugar, B and TV Hits.

The service will give advertisers access to a database of over 50,000 mobile records, with a broad choice of demographics including age and gender profiles. Services will include SMS push campaigns to the magazine readers, SMS pull campaigns from off-the-page advertorials, creative mobile promotions, real time reporting as SMS campaign responses arrive and the availability of tracking studies to measure effect on brand equity.

Vivien Cotterill, managing director of Hachette Filipacchi UK, commented: “We have a great experience of teen text messaging and digital savvy advertisers are rapidly recognising this fact. Sugar magazine, was one of the first publishers in the UK to build a profiled and opted–in reader text club. With the advent of MMS picture messaging we are well placed to deliver mobile images and content, from pop stars to soap stars, creating an enticing environment for advertisers to communicate with our readers.”

Earlier this month Emap announced it is to increase the take-up of SMS services across its entire media portfolio with the creation of a new role of mobile business director (see Emap To Boost Wireless Up-Take Across Media Portfolio).

Hachette Filipacchi recently ended its joint venture with Emap (see Red’s Future Uncertain After Emap And Hachette Split), following its purchase of Attic Futura from the Australian printing group PMP in a deal worth £40 million (see Hachette Buys Attic Futura For £40 Million).

Hachette Filipacchi: www.hachette-filipacchi.com

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