Hearst magazine titles such as Marie Claire, Seventeen and Cosmopolitan are using SMS to encourage potential and previous subscribers to subscribe.

Subscription inserts within the publication feature an SMS call-to-action, sometimes advertising a free gift for consumers that do opt-in via text. Hearst?s use of text to engage consumers brings up the question: is this the most efficient way to get subscriptions?

?We are always on the lookout for new subscription and promotion channels,? said Vladimir Damianov, promotion director at Hearst Magazines, New York. ?ShopText suggested we try adding an option for consumers to text their order, rather than to return their insert card.

?It was a simple creative change, very easy to do,? he said. ?The additional cost for processing the texted orders was more or less covered by savings from the return postage on the business reply cards.

?Fourteen percent of all insert responses came through mobile texts. Pay up for these is slightly lower than for regular, mailed-in insert responses, but it is still profitable.?

Hearst Magazines Digital Media is a unit of Hearst Magazines that is dedicated to creating and implementing the digital online and mobile strategy for Hearst?s magazine brands and other sites.

Hearst Digital Media is in a partnership with Shoptext, a mobile commerce and promotions company.

Instant interaction
One of the call-to-actions on the Cosmopolitan insert asks consumers to text the keyword 12COS to the ShopText short code 467467.

For new subscribers, the response reads ?12 issues of Cosmopolitan for $15. Please reply with your 5-digit ZIP code.?

After the consumer responds with their ZIP code, the following text message is received: ?ShopText: Please reply with your street address. For example, ?123 Main St. Apt 2A?. Do not include city state or ZIP.?

After confirmation, a paper bill will be sent to the consumer?s address ? no credit card information is exchanged via the mobile device.

Another text conversation involves ShopText looking up the physical address associated with the mobile number.

ShopText then asks the consumer to confirm the address. If it is a ?No,? the consumer is asked to provide a valid address and the confirmation process begins again.

Does it work?
While subscribing via text may cut out postage costs for the business reply cards, Jane Giles, director of business development at subscription and fulfillment service provider Cambey & West, Congers, NY, said it may not save that much money.

?To me it?s a way to see if the consumer is still alive and still interested,? Ms. Giles said. ?When you go and carry it through, it may not save you money ? it?s just a way to get attention.?

The primary demographic for the subscription via text feature is 13-17-year-old girls.

Randy Silverman, a consultant to consumer publications at Silverman Marketing, New York, said that soliciting subscriptions via text will reduce the amount of paper, time and cost it takes to reach consumers.

Ms. Silverman said given the age groups and security concerns it is wise not to ask for payment directly via the SMS conversation, because it is most likely a parent or guardian paying for the subscription.

?Everything with that age group is about how quickly they can get something done,? Ms. Silverman said. ?The easier and faster they make it, the better response.?
 
Hearst?s Mr. Damianov said Seventeen?s audience is not easily reached through the usual paper channels, such as direct mail and inserts.

Paper channels are the major sources of subscriptions for the magazine publishing industry.

?At the same time, teens are spending a great deal of time on their cell phones and are very comfortable with texting,? Mr. Damianov said. ?It was a natural fit to allow this audience a more convenient way to send their order in.

?It is especially appropriate for a younger audience, which is significantly more comfortable with texting and cell phone features,? he said. ?We currently don't find this channel appropriate for our magazines that appeal to a more mature audience.?