USA TODAY has launched a text messaging service to provide real-time news and information to users through their mobile phones. To offer the service, USA TODAY partnered with 4 INFO, a provider of mobile search and text messaging services.
Users sign up to receive free text alerts on subjects ranging from news, sports scores, stock quotes and weather forecasts to celebrities, movies and travel. Promoted daily in the newspaper, anyone can sign up by sending a text message to 44636, along with a key word for the subject desired.
"USA TODAY's short code-based text message partnership is yet another innovation for a brand that is continually embracing new platforms and the latest technologies," Jeff Webber, senior vice president of advertising for USA TODAY, said in a statement. "This service capitalizes on core brand strengths and offers great new real-time interactive services for readers and advertisers."
Along with news headlines, readers will receive adverising related to their interest areas. Consumers can then reply via text message to the ad for more information.