Hearst Magazines Get Geeky With ShopText

In the latest effort by print magazines to make their pages interactive, Hearst Magazines is expanding its use of technology that lets readers send text messages to buy products from magazines and conduct other transactions.

The ShopText technology Hearst is using also lets people request free samples or enter sweepstakes from the pages of magazines by texting a keyword on the page. Hearst began using the application with CosmoGIRL in summer 2006 and will announce today (April 29) that it’s now rolling out ShopText to Cosmopolitan, Good Housekeeping, Redbook, O, The Oprah Magazine and Seventeen.

“We believe this partnership will provide tremendous value to our readers and advertisers,” said Chuck Cordray, vp, general manager, Hearst Magazines Digital Media.

Susan Schulz, editor in chief of CosmoGirl, said readers have used ShopText to get free samples of health and beauty products while more than 100,000 entered sweepstakes via ShopText last summer.

Other titles that have used ShopText to embed ads with short codes to enable transactions via text messaging include Cond