Hearst Publications, one of the world’s largest publishers of monthly magazines, has launched its own mobile sites for “Cosmopolitan,” “CosmoGIRL!” and “Seventeen,” and it is selling branded content directly to consumers on any U.S. network.
Hearst is using the Bango Service to enable readers to obtain and pay for popular ringtones, wallpapers and horoscopes directly from their cellphones. According to Hearst, this direct-to-consumer approach means that anyone on any mobile network can now access a range of content through one simple call-to-action promoted on full-page ads in the magazines.
By using the Bango Service, Hearst claims to be the first major U.S. publishing house to use the wireless Internet to deliver a familiar “browse and buy” shopping experience. The sites reportedly are easy to use. “Cosmo” readers, for example, can text “cosmo” to 26766 and, using Bango’s technology, they will receive back a link to the mobile site. From there, they can “browse and buy” from a range of mobile consumables plus such content as fashion and beauty tips designed specifically for readers.
“The user experience is truly mobile because the entire process takes place on the handset – no PC is required,” says Anil Malhotra, Bango’s vice president of alliances. “Access is initiated by sending a text message, and once the site appears on the phone, it is optimized for the users’ device. Bango detects which network the user is on and presents the optimal one-click payment method to make paying for content as easy as possible.”
Adds Steve Smith, senior editor of TelecomWeb’s sister publication “Wireless Business Forecast,” “Magazine brands are uniquely positioned to leverage mobile because their relationship to readers is highly personal. In addition, a magazine’s gestalt is often communicated via design and voice, both of which map well against the personalization habits of mobile media users.”
Bango’s other customers include Cingular Wireless, Vodafone, Orange, Telefonica and O2.
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