Following a competitive pitch, Hellomagazine.com has appointed mobile marketing agency Incentivated  to provide content to readers via their mobile phones.
Hellomagazine.com readers will be invited to sign-up for content such as celebrity news and photos on a subscription or pay-as-you-go basis via the website. Content is supplied via Premium Rate SMS and MMS. In the second phase of the campaign, Hellomagazine.com plans to build a mobile Internet site from where consumers will be able to download content.
It is intended that the service will also be advertised on mobile operators portals, where hellomagazine.com exclusive mobile content will differentiate it from the competition.
Since its launch in 2001, hellomagazine.com says it has been the UKs leading celebrity news site, with over 1 million unique users per month. ABCe figures, released in July, reveal 3 million plus visits and over 18.5 million page impressions each month. Its readers spend an average of 37 per month on mobile bills, 118% more than the national average of 17 (Source: Ofcom). 76% of them are under 40 (source: TGI/Continental Research/ABCe).   
The Hellomagazine.com mobile offer represents yet another opportunity to keep our readers up to date on celebrity news, and is a natural extension to the website presence says Hellomagazine.com Editor,Verity J Smart. The juicy little snippets of information the mobile service is set to deliver guarantee readers will always be up on the latest happenings in the lives of the rich and famous, wherever they are and whenever it suits them. And this is exactly the sort of comprehensive celebrity news service we are dedicated to providing.
Incentivated MD Jonathan Bass adds:
Hellomagazine.com boasts a loyal, upmarket and mobile savvy audience – in the advertisers sweetspot. Were excited to be serving up a rich diet of content which will be fed by a broad range mobile prompts to maximise usage levels.