USA Today to launch ad-supported texting service

USA Today is partnering with mobile search provider 4INFO Inc. on an ad-supported, text-message news alert service for mobile users.
Consumers can register to receive free SMS alerts about news, sports scores, stock quotes and other topics by sending a message to the short code 44636 with a keyword for the desired subject. The messages, which consist of a series of short headlines, will be accompanied by a marketing message that users can reply to for more information.
USA Today said it will promote the offering in its print publication, and suggested advertisers can use the service to deliver mobile coupons and contest entries as well as collecting e-mail addresses and conducting polls.”
The offering “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. “This service capitalizes on core brand strengths and offers great new real-time interactive services for readers and advertisers.”