Text To Buy

Magazine publishers, tired of being lumped in with "old media," are embracing one of the newest media, mobile text messaging.Thanks to a new technology from a New York firm called ShopText and eBay unit PayPal, consumers this holiday season have the option of buying and sampling some products with their cell phones.

Magazines like Details, CosmoGIRL!, Glamour and Brides are rolling out ads with short codes for text-to-buy transactions. ShopText also worked with Lucky magazine for a program in the publication's September issue.

Such text-to-buy technology is in its infancy this holiday season. "In 2007, this is really going to explode," said Mark Kaplan, founder/CMO of ShopText.Click here for the full article