Scribner is turning to cell phones to promote Stephen King's new novel, Cell, reports MediaPost (via MediaBuyerPlanner). The plan calls for ring tones with King's voice and text messages that will be sent to 100,000 cell phone users that say "The next call you take may be your last…. Join the Stephen King VIP Club at www.cellthebook.com." Members will receive an audio message via cell phone from Mr. King on Jan. 24 that will advertise additional content on the site.