Mixmag and Flytxt Launch Interactive SMS

Emap’s dance music magazine Mixmag is launching a SMS initiative to allow readers to receive clubbing news direct to their mobile phones.

The new text club, which will be promoted in the magazine, aims to build relationships with readers and create a ‘buzz’ around the monthly publication. The initiative has been designed by Flytxt, who is currently working across Emap’s brands to drive SMS based initiatives.

Carsten Boers, head of client services at Flytxt commented: “SMS has been very successful in fostering relationships and loyalty between Emap brands and their audiences. For Mixmag‘s out-and-about clubbing audience the benefit of an SMS communication channel are obvious. While we can apply some proven concepts, Mixmag‘s audience also puts new challenges to us in making relevant content available to clubbers at the perfect time.”

The latest ABC figures for January to June 2002 show that Mixmag‘s circulation declined by 0.1% year on year to 100,336, down from 100,404 in the same period last year.

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

Text messaging is becoming an increasingly popular option for publishers looking to generate additional revenue and gain valuable information about their readers. Hachette Filipacchi has also launched a new mobile marketing service across its portfolio of titles, which includes Sugar, B and TV Hits (see Hachette To Launch New SMS Marketing Service).

Emap: 01733 568 900 www.emap.co.uk

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