MEDIA-I: SPH trials direct response offer for mobile users

<p>SINGAPORE: A short message service trial which allows readers of </p><p>the national daily to respond to advertising promotions through their </p><p>mobile phone has been launched by the country's largest newspaper </p><p>publisher. </p><p><BR><BR> </p><p>Singapore Press Holdings (SPH) has teamed up with Singapore </p><p>Telecommunications and M1 to test the new service, which rolls out in </p><p>August. In the trial, 1,250 consumers receive a special edition of The </p><p>Straits Times, which has articles and advertisements with phone numbers </p><p>and offers attached. </p><p><BR><BR> </p><p>For example, when a free product sample is advertised, consumers call </p><p>the phone number in the ad. A short message is sent to their mobile, </p><p>with an electronic coupon, which can be redeemed at any participating </p><p>retail outlet. </p><p><BR><BR> </p><p>Users can also call the numbers, attached to news articles, to get extra </p><p>information, photos or video footage. This material is automatically </p><p>sent to a personal email account. </p><p><BR><BR> </p><p>Seshadri Sampath, executive vice-president Prism, the SPH division </p><p>overseeing the initiative, said: "This is a way for us to make the </p><p>newspaper more interactive and provide additional services to readers </p><p>and integrated solutions to advertisers." </p><p><BR><BR> </p>