Abstract
Reminds us that mobile phones are ubiquitous and a status symbol for young people, so that more traditional media are getting on the act: Emap publishes a number of teenage magazine brands that have mobile databases and regards mobile marketing as a valuable tool, since messages to an opted‐in audience are targeted and relevant. Outlines how this interactive system works: members of Emap’s mobile databases are recruited via the magazine, and readers opt in to receive free text messages, but are free to unsubscribe once part of the database, with an opt out in each message. Illustrates this from a “Bliss” magazine text campaign and a mobile campaign for the film “Honey”, and indicates issues to consider in these campaigns: whether to use databases, WAP site or other media platforms, SMS or richer media formats, the choice of brands, the billing and reporting system, and legal and financial aspects.