Sneak Teams With Flytxt For Ringtone Offer
Emap is to promote its weekly teen celebrity magazine, Sneak, by offering its readers free ringtones for their mobile phones.
The campaign, run by mobile marketing company, Flytxt, aims to reward Sneak readers by alerting them to the offer before the magazine goes on sale. Emap will also text consumers to encourage them to purchase the next edition of Sneak, which will include promotions for the magazine’s premium rate celebrity gossip service.
SMS has played a key part Sneak‘s development since its launch in April last year (see Sneak To Offer SMS Interactivity). Around 19% of Sneak readers now use text to interact with the magazine on a regular basis and in October last year the title extended its SMS offering with the launch of a new text gossip service (see Sneak Extends SMS Offering To Boost Revenue).
The latest ABC results for the six months ending December 2002 show that Sneak recorded a debut circulation figure of 86,535. The BBC’s foray into celebrity gossip and music, It’s Hot, recorded a debut ABC circulation of 104,015, well behind market leader, Sugar, which recorded a circulation of 321,258 for the same period.
Emap has invested heavily in Sneak and is clearly hoping to benefit from the continued public obsession with celebrities, which has been so beneficial for Emap’s Heat magazine.
A part of its attempt to dominate the celebrity market, Emap also recently launched Closer to appeal to the older Heat reader (see Emap Gets Closer To Women’s Market With New Launch). However, a variety of other publishers are keen to get in on the act, and Northern & Shell recently launched its own foray into the celebrity market, New (see Express Enters Celebrity Market).
Emap: 01733 568 900 www.emap.co.uk
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