Associated Steps Up Mobile Marketing Activity

Associated Newspapers plans to increase its use of mobile marketing with the appointment of Flytxt as its wireless partner across its Metro, Evening Standard, Daily Mail and Mail On Sunday titles.

Flytxt has already launched an Iraqi news update service across Associated’s portfolio, marking the first time that the newspaper group has rolled out a wireless service across more than one of its titles.

The new service will enable readers to receive text messages from Associated’s Iraq-based journalists, as well as other snippets of premium content. Associated is hoping that the initiative will help to drive sales across its range of titles, with consumers proving keen to receive up to the minute information.

According to Flytxt: “SMS is the perfect medium to deliver war news content because of the immediacy of the delivery of every message. Subscribers will receive two to three timely messages each day with new updates.”

Associated Newspapers recently employed SMS technology to provide commuters with breaking news headlines on outdoor sites across London’s tube station (see Viacom Outdoor Brings SMS News Headlines To Commuters).

Associated is also believed to be considering further launches of its Metro freesheet in response Richard Desmond’s decision to take on the title with his own free London newspaper (see Metro Could Expand To Counter Threat From Desmond).

Flytxt: 020 7293 3000 www.flytxt.com

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