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In an effort to provide readers with the latest news and information across multiple platforms, USA TODAY is pleased to offer an innovative text messaging service that provides real- time news and information to users through their mobile phones. USA TODAY is the only national newspaper to offer this mobile service, which augments the news readers rely on from the print edition and's desktop and mobile web sites.

USA TODAY partners with 4INFO, Inc., a pioneer in mobile search and text messaging services, to offer this informative and entertaining service to its readers. Users sign up to receive free text alerts on the subjects that are most important to them -- from news, sports scores, stock quotes and weather forecasts to celebrities, movies, travel, and a variety of other topics. Promoted daily in the newspaper, anyone can sign up by sending a text message to the short code 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," said Jeff Webber, senior vice president of advertising for USA TODAY and publisher of "This service capitalizes on core brand strengths and offers great new real-time interactive services for readers and advertisers."

When readers receive a text alert with their news or entertainment information, messages are often accompanied by a small ad offering related benefits or special offers. Consumers can then reply via text message to the ad for more information. In addition to promoting products and services, advertisers can leverage this mobile platform to deliver coupons and contest entries, collect email addresses, conduct polls and provide directions to the nearest store or physical location.

Advertisers are beginning to maximize the benefits of directly engaging consumers with their brands in a medium (text message) that allows them the ability to refine their targets. Chevrolet rolled out a mobile advertising initiative with USA TODAY and 4INFO's text messaging platform in 2006. During the 2007 March Madness tournament, more than 750,000 text messages were sent to USA TODAY readers, many of whom were looking for updates on the NCAA basketball tournament. These consumers were able to reply to the ads to find the Chevrolet dealer closest to them.

"4INFO is pleased to partner with USA TODAY, the nation's top-selling newspaper, to provide a service to consumers as well as to marketers looking to connect with an engaged, tech-savvy audience," said Zaw Thet, CEO of 4INFO. "The SMS/text messaging technology of 4INFO, combined with the reach of USA TODAY, provides a powerful combination for advertisers as well as a valuable source of information for readers."

A leading provider of SMS/Text messaging technology, 4INFO connects companies with their mobile audiences. 4INFO's SMS/Text Publishing Platform gives publishers the easiest and most trusted means to mobilize and monetize their content and our ad network gives marketers the only opportunity available today to connect with mobile audiences via targeted, relevant SMS/Text advertising. 4INFO's consumer suite of mobile services provides real-time access to sports scores, stock quotes, 411, weather updates, horoscopes, and a host of other information and entertainment services. 4INFO's investment partners include U.S. Venture Partners, Draper Fisher Jurvetson and Gannett Company, Inc. 4INFO is headquartered in Palo Alto, Calif. Learn more at:

USA TODAY, the nation's top-selling newspaper, will be celebrating its 25th anniversary on September 15th, 2007. It is published via satellite at 36 locations in the USA and at four sites abroad. With a total average daily circulation of 2.3 million, USA TODAY is available worldwide. USA TODAY is published by Gannett Co., Inc. (NYSE:GCI) . The USA TODAY brand also includes:, an award-winning news and information Web site that is updated 24 hours per day; USA TODAY Sports Weekly, a magazine for enthusiasts of professional football and baseball; USA TODAY Mobile, offering up-to-the minute news and information on a variety of mobile platforms and devices; and USA TODAY LIVE, the television arm of the USA TODAY brand that brings the spirit and quality of the newspaper to television.

For more information, visit and or call 703/854-5304.
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Publication:Telephone IP News
Date:Jul 1, 2007

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