Text Messages Will Enable Stuff Magazine Readers to Buy Goods
Readers of Dennis Publishing’s Stuff Magazine will soon be able to use ShopText, a mobile commerce solutions provider, to purchase goods and request samples from the pages of the magazine just by sending a text message.
Beginning with the September issue, Stuff will make the service available to its readership. Similar services are already available to readers of CosmoGIRL! and Lucky.
Upon texting an advertised code, Stuff readers will be called back by an automated system that registers credit card information. Once registered, users can shop directly from any ShopText-enabled advertisement.
“We live in a text-message society, and this is a really exciting way to allow consumers to shop anywhere, anytime,” says John Lumpkin, publisher of Stuff. “This changes the whole landscape of magazine advertising and creates a true transactional environment.”
Stuff will create special promotional pages in the magazine that feature a set of products from which readers can order. The promotions will run as added-value programs for the magazine’s key advertisers. “By integrating commerce-enabled ads supported by a special section within the magazine, Stuff offers advertisers maximum value for their ad spend,” Lumpkin says.
He says he also sees a lot of potential for grooming brands that spend heavily on in-book samples of creams and balms. “Instead of spending money on production and placement of in-book samples, these brands can now use ShopText to reach people who actually request the product. … Advertisers can take their cost savings and reinvest the funds in reaching an even broader audience.”