Texting on a keyboard phoneImage via Wikipedia

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?

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Kent Anderson

Kent Anderson

Kent Anderson is the CEO of RedLink and RedLink Network, a past-President of SSP, and the founder of the Scholarly Kitchen. He has worked as Publisher at AAAS/Science, CEO/Publisher of JBJS, Inc., a publishing executive at the Massachusetts Medical Society, Publishing Director of the New England Journal of Medicine, and Director of Medical Journals at the American Academy of Pediatrics. Opinions on social media or blogs are his own.