Reach Out and Text Someone

Apr 27, 2007

industry buzz

A New Way to Tell a Story
Whether it is through a custom magazine or branded television programming, organizations are constantly attempting to reinvent old media and create new ways in which to deliver their message. This article from The New York Times highlights the rapidly growing custom publishing industry, which is growing faster than any other media industry.

e-Magazines: an e-Reality?
Early experimental versions of electronic newspapers and magazines have not yet won over the public. However, according to this Reuters article, recent advances in technology may allow e-publications to become more reader- and user-friendly through the creation of "electronic paper."

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This past Monday, as part of a national cell phone "texting" contest, 13-year-old Morgan Pozgar won $25,000 after typing the word "Supercalifragilisticexpialidocious" in exactly 11 seconds.

Yes, that's correct... $25K for being a fast texter.

Mobile phones have become reflections of our own identities, and, of course, corporate marketers want to be a part of that intimate relationship.

In 2006, marketers spent over $410 billion on U.S. mobile phone advertising, and this year that number is projected to skyrocket to $878 billion (Ad Age). Should association publishers start jumping into the mobile marketing game?

Maybe... and maybe not. It is still a developing field, with plenty of privacy and technology adoption concerns, but eventually it will be another way to touch your members, donors and other stakeholders. Here are two resources that may be helpful in grasping the lay of the land:

1. Catch Them If You Can
This article provides an overview of the mobile marketing landscape today and how it relates to the association community.
(Associations Now, January 2006)

2. MobileActive.org
This is an organization that focuses on using mobile marketing for civic engagement, fundraising and overall advocacy initiatives. It also provides two free white papers to help nonprofits understand possible technological opportunities:
Using Mobile Phones for Advocacy Campaigns
Using Mobile Phones for Fundraising

Additionally, here are three inspiring examples of noncorporate mobile marketing:

SMS Text Messaging	Wireless Amber Alerts Launched in May 2006 in partnership with the Ad Council, this service allows the public to sign up for text alerts as soon as law enforcement issues an Amber Alert on child abduction (in ZIP codes specified by the subscriber).
Ringtones	Endangered Species Ringtones This article from USA Today reports on a new campaign from the Center for Biological Diversity. Free ringtone downloads support select endangered species and connect with consumers.
Recruitment	Event Marketing Technology According to this Ad Age article, the Air Force is appealing to the technologically savvy crowd by sending mobile invitations to conference attendees, promoting not only their booth but their campaign and message.

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OUT TO LAUNCH

The latest magazine and web launches

Condé Nast's Portfolio

Arguably the most talked about launch of 2007, this monthly magazine seeks to cover all aspects of the business world, from power-players to art, technology, politics and entertainment.

Hybrid Mom

With the tagline "we've evolved," this new reality magazine written for moms, by moms, features real-life advice and stories for today's mom.

Garden & Gun

Sugar and spice, naughty but nice... a new magazine for the contemporary southern man and woman who enjoy the fruits of nature and being in the great outdoors.

Kitu Kizuri

A quarterly women's magazine that "draw[s] from the experiences of women in North America who represent every corner of Africa," addressing cultural and lifestyle struggles they may face.