Hearst to Provide Mobile Content for Select Magazines

Hearst's Cosmopolitan, CosmoGirl! and Seventeen magazines get digital content through the publisher's new digital unit.

Hearst Publications has begun distribution of mobile content to its readers in the current issues of Cosmopolitan, CosmoGirl! and Seventeen magazines. Each publication now has a portal-style presence that extends the brand to the mobile space.

The content will work across all wireless carriers.

Hearst will insert calls-to-action throughout the editorial pages of each magazine, pointing readers to associated mobile content. Readers will send a text message to a specified address and receive a URL to free and premium media.

Initially, readers can download ringtones and wallpapers. They can also receive daily horoscopes via text message for $1.99 per month. Hearst brokered a deal with The Mobile Media Company to provide the service. Both content and advertising programs can be developed for the platform.

Hearst will work with two additional mobile technology providers, Bango and Volantis, to handle content delivery and billing.

“What we do is add the magic ingredient which means when a reader accesses the network, we make sure they can get the site, create an identity for the user, and if the user wants to buy particular content, we post the payment to the user’s bill,” Bango VP of Alliances Anil Malhotra told ClickZ News.

The Hearst news follows an announcement earlier this week from Dennis Publishing’s Maxim magazine, which said it would enhance the mobile content it offers, using a similar format to Hearst’s.

Hearst has not said whether it will use the mobile capability to allow advertisers to provide readers with additional content, but each of its partners can support advertising and promotional deals. A spokesperson from the publisher could not be reached for comment.

The publisher announced the formation of its digital unit when it hired two executives earlier this month.

The three magazines target a combined group of women aged 12 to 34. Seventeen magazine has a monthly readership of 14.45 million, and CosmoGirl reaches about 1.25 million readers each month.

Subscribe to get your daily business insights

Whitepapers

US Mobile Streaming Behavior
Whitepaper | Mobile

US Mobile Streaming Behavior

5y

US Mobile Streaming Behavior

Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...

View resource
Winning the Data Game: Digital Analytics Tactics for Media Groups
Whitepaper | Analyzing Customer Data

Winning the Data Game: Digital Analytics Tactics for Media Groups

5y

Winning the Data Game: Digital Analytics Tactics f...

Data is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...

View resource
Learning to win the talent war: how digital marketing can develop its people
Whitepaper | Digital Marketing

Learning to win the talent war: how digital marketing can develop its peopl...

2y

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
Engagement To Empowerment - Winning in Today's Experience Economy
Report | Digital Transformation

Engagement To Empowerment - Winning in Today's Experience Economy

1m

Engagement To Empowerment - Winning in Today's Exp...

Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...

View resource