Hachette Signs Flytxt To Deliver Mobile Strategy
Magazine giant Hachette Filipacchi has announced a deal with mobile phone service provider Flytxt to create and implement a new mobile strategy across the company’s portfolio of youth-orientated magazine titles.
Flytxt’s key objectives will be to extend Hachette’s existing mobile databases, increase reader loyalty, create richer interactivity between titles and readers and create new revenue streams for the publisher.
A review of existing activities will be the first action taken under the new deal, looking at ways to consolidate each title’s mobile proposition. Core to each title’s strategy will be to engage readers in a dialogue between publication dates, extending the magazine brands off the page and maximising its influence between issues. Flytxt will also be charged with implementing loyalty schemes, mobile cover mounts and mobile content delivery.
Commenting on the deal Dave Barker, commercial director at Flytxt said: “Hachette Filipacchi is another fantastic opportunity for us to prove the solid return on investment we can create for our media clients. We believe that we have an unrivalled knowledge of the media space, with proven mobile programmes and established, long-term relationships with clients.”
Hachette’s marketing manager Helen Maxfield added: “We are delighted to announce the appointment of Flytxt to work across our portfolio. Mobile is also a significant youth domain and therefore especially relevant to our teen portfolio comprising Sugar, ELLEgirl and tvhits!. Opportunities using mobile as a device are vast, and Flytxt are best placed to help us create winning long-term mobile marketing strategies.”
Mobile brand extensions have become increasingly popular over the past year. Earlier this month Channel 4 introduced live mobile video streaming to this year’s Big Brother coverage, allowing high quality live content to be seen literally anywhere at any time (see Big Brother Live Makes The Leap To Mobile Phones).
However, research from Empower suggests that advertisers are being left behind in terms of mobile take-up, mistakenly believing that consumer acceptance of the fledgling medium is much lower than it actually is (see Advertising Agencies Fail To Capitalise On SMS Marketing).
Hachette Filipacchi: www.hachette-filipacchi.com
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