Men’s magazine goes mobile

[UKPRwire, Thu Mar 26 2009] Sport magazine has embraced mobile as a means to interact with its readers and deliver added value to its advertisers.

The UK’s largest sports magazine, which distributes over 300,000 free copies every Friday morning, has chosen to partner with integrated mobile media agency g8wave, to develop its mobile CRM strategy for 2009.

Already under way, the first phase has seen the addition of a simple SMS based direct response mechanism to its competitions, offers and various editorial sections, giving readers a more immediate and spontaneous platform to interact with the magazine.

Sport is aiming to quickly build up a mobile database that it can then use to open up a permission-based dialogue with its readers – to work in conjunction with its print and online offer - through offering of highly targeted, relevant mobile marketing and advertising messages.

‘Live-Text’, g8wave’s web-based mobile marketing interface, will allow the magazine to geo-demographically segment the database to target its - largely ABC1 male - readership with messages appropriate to different interest groups.

Greg Miall, Managing Director of Sport Media & Strategy Ltd, said:
“Our readers are aspirational, with a high disposable income, and our top-end advertisers reflect this. g8wave has provided us with an effective and highly responsive platform that will help these brands open a richer dialogue with our readers. We’re now able to offer them a fuller, more targeted, package than print ads alone.”

Mark Challinor, g8wave’s Managing Director, said
“The ubiquitous nature of mobile and SMS has created an accepted, intrusive channel that gives brands a better chance of getting ‘invited’ into consumers’ personal space.

As long as the messages are engaging and relevant, then the levels of response and recall show mobile to arguably be the most impactful responsive marketing medium.

Sport has the opportunity to – very quickly - build up a database of mobile enabled readers/consumers that could prove as invaluable to its advertisers as the magazine itself, adding value to existing offline and print campaigns that deliver tangible returns on their brand marketing investment.”

Sport is the latest addition to g8wave’s portfolio of mobile marketing clients which includes the likes of GMG Radio, Johnston Press Group, Showcase Cinemas, HELLO! Magazine, and Toni & Guy to name but a few.

For more information or to arrange an interview, please contact Simon Judges on 020 7619 8831 / 07870 670416 or on
Note to editors:
g8wave is an integrated mobile media company with offices in London and Boston and was created by the 40-year-old Phoenix Media / Communications Group, an entrepreneurial, converged media organization, based in Boston, with interests in publishing, radio, printing, Internet, audiotext and mobile.
One of the first companies to be granted direct gateway relationships with the UK’s mobile carriers, g8wave leads the way in the planning, creation, and execution of effective mobile marketing campaigns, branded community applications and content distribution strategies with extensive expertise in the media, music and entertainment industries.
The company currently provides mobile solutions to a wide range of media and consumer brands including Associated Newspapers, GMG Radio, Johnston Press, Metallica, Showcase Cinemas, Hello! Magazine, Toni and Guy, Friday Ad, the Kent Messenger Group, and many others.

Company: g8wave Ltd

Contact Name: Simon Judges

Contact Email:

Contact Phone: 020 7619 8831

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