Lucia Moses of MediaWeek writes about how SmartMoney magazine is going to start using a technology that allows readers to text keywords to get more information about a topic in an article.
Moses writes, “In the October issue, on stands Sept. 16, the title will print a call-out box prompting readers to text ‘retire’ to a short code. The call-out box will run in a pullout section on retirement thatâ€™s included in the issue.
“Respondents will get a PDF via email containing an additional article on retirement by a SmartMoney writer. Both PDF and pullout section are sponsored by Genworth Financial.
“Text4More benefits readers by giving them more information, while offering clients a way to integrate their message with key features, said Bill Shaw, publisher of SmartMoney, a partnership between Hearst and Dow Jones & Co. SmartMoney plans to regularly offer the Text4More feature to advertisers. Noted Shaw, ‘We see this program as a great way to bridge the gaps between print, online and mobile.'”
Read more here.