The objective is to bring the magazine to life by providing another means for immediate reader interaction through downloading content via SMS. Surveys and polls will be added as a mobile functionality soon.
Explains AdVantage editor-in-chief Louise Marsland: “Building community is about utilising a fully integrated model for one's brand, no matter which industry you are in or what service you provide. You need to hang out where your current and future consumers are/will be. And the only way to get on top of these new technology apps in the digital space is to engage with them. Our partnership with Mobilitrix is a business-to-business publishing innovation which we will build on in time as we evaluate readers' response.”
To begin with, the Mobilimail and Mobilimedia products are being used, which will allow readers to download pre-selected content within the magazine to receive their mobile phone or email by simply sending in a SMS request.
The mobile innovation is initially being trialled within the magazine's social pages, so when readers see the little mobile icon at the end of an article, they will know they can request additional content on their phone, or route it to their email using the text to mail Mobilimail product. All this is done by using a simple SMS activation.
In the future, AdVantage plans to incorporate the Mobilisurvey product into the mix, which will allow it to conduct mini reader surveys, get article reviews and feedback, and to gather ideas for future articles.
AdVantage, a print trade magazine in the media, marketing and advertising industry, recently launched its digital and social media initiatives to build a community online, increase brand exposure in the market and add value to their readers. Online it has partnered with Bizcommunity.com (see www.bizcommunity.com/advantage and editor-in chief Louise Marsland's blog). There is also a Twitter feed at @advantagemag and a business profile on Facebook.
