Hearst Publications, a publisher of monthly magazines, has announced it has launched its own mobile sites for Cosmopolitan, CosmoGIRL!, and Seventeen and is selling branded content directly to consumers on any US network.
Hearst is using the Bango Service to enable readers to obtain and pay for ringtones, wallpapers, and horoscopes--right from their mobile phone. This direct-to-consumer approach allows anyone on any mobile network to access content through one call-to-action promoted on full-page ads in the magazines.
Readers of Cosmopolitan, for example, text "cosmo" to 26766, and using Bango's technology receive back a link to the mobile site. From there, they can ‘browse and buy' mobile consumables plus content such as fashion and beauty tips designed specifically for readers.