Advertisers in Touch with Teens' Cellphones

What You Should Have Read, May 23, 2008

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Advertisers in touch with teens' cellphones

Los Angeles Times checks in with how teens are using their cell phones to receive pitches, photos and links to websites. Jamie McGraw, 17, receives daily text messages from Seventeen magazine about fashion, including tips about what to wear to the prom. Cell phones have become palm-size entertainment and information centers increasingly consuming teens' time and attention. Advertisers are realizing that if they want to reach teens, they need their number -- literally. It may all seem a little bothersome, but teens don't mind receiving messages about products on their phones, says Nic Covey, director-insights at research firm Nielsen Mobile. Nielsen said teens were nearly twice more likely than adults to trust and respond to advertising and pitches on mobile phones.
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