‘SmartMoney’ Gets Extra-‘Textual’

NEW YORK SmartMoney is using ShopText technology to bridge the gaps between print, online and mobile with Text4More, a sponsored program that lets readers text to get additional information from the magazine.

Seeking to bring interactivity to print, publishers of late have been dabbling with technology that lets readers shop from their pages by texting keywords that are printed on pages. For example, some Hearst titles have worked with ShopText to let readers buy products, request samples and enter sweepstakes via text messages.

The October issue of SmartMoney, on stands Sept. 16, takes the process a step further. The title will print a call-out box prompting readers to text “retire” to a short code. The box will run in a pullout section on retirement that’s included in the issue.

Respondents will receive a PDF via e-mail containing an additional article on retirement by a SmartMoney writer. Both the PDF and pullout section are sponsored by Genworth Financial.

Text4More benefits readers by giving them more information, while offering clients a way to integrate their message with key features, said Bill Shaw, publisher of SmartMoney, a partnership between Hearst and Dow Jones & Co.

SmartMoney plans to regularly offer the Text4More feature to advertisers. Noted Shaw: “We see this program as a great way to bridge the gaps between print, online and mobile.”