USA Today is encouraging people to request text-message feedback that will include interactive ads, reports MediaWeek.
The paper will begin alerting readers to a number they can text for sports, business or local weather information via a text message reply. That reply will also contain an interactive ad.
The move is being made to try to get USAT's readership, a bit older than those typically hooked to their cellphones, to get into text messaging. Doing so opens up a new demographic to text-ready advertisers.
The charter advertisers reflect that older demographic. Chevrolet is sponsoring the Sports section and other charter advertisers include Citibank, which is sponsoring stock and other business information, and Microsoft.
