Hearst Magazines recently announced it’s rolling out ShopText, a system that uses text messaging to link print products with online. Readers of print can text a keyword to a number, and receive samples, buy products, or access services.
ShopText claims that more people 45-54 text than teens age 13-17. I would bet that’s true. There are more people in a 10-year Baby Boomer age spread than in a smaller population and half the range, so even if a smaller number per-capita text, a larger number in aggregate is likely. Even discounting this numbers game, it seems clear that texting is a more normal behavior than ever, and this is a smart way to integrate print and online.
How could scholarly publishers use this, or something like this, to increase interactions with our media-bridging audiences? Will advertisers adopt it? Can it be used to increase engagement with our services?