By: E&P Staff
E.W. Scripps Co. will use the CCText mobile text classified advertising program from Classified Concepts, Santa Barbara, Calif., at its 14 daily and community newspapers.
When a newspaper adds textable code to each classified listing, readers can send the code via cell phone, PDA, or other mobile device, and receive additional information, including location, price, contact information, photos and driving directions.
Scripps’ Ventura County (Calif.) Star was a flagship client, seeing its “VCS Text for More” program grow since March 2009.
“Every month when I see the usage reports that indicate that 17% of all of our classified ads are being accessed via a mobile device, I realize that finally we are bucking the trends and are ahead in the audience game,” Multimedia Advertising Director Nate Rodriguez said in a statement. “I am perplexed and intrigued that we are receiving a better response rate from mobile than even the online classified listings.”