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Bliss increases loyalty with ringtone covermount

LONDON - Emap's Bliss magazine has come up with a new concept in covermounts, with a giveaway of ringtones and logos for its readers' mobile phones.

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The teenage girls' title will offer 10,000 ringtones using the new Blue single 'Guilty' and 10,000 mobile logos. As well as rewarding Bliss readers, it will be a chance to expand the Bliss SMS club, which already has 28,000 readers registered. The mobile activity is being handled by Flytxt.

Fiona Jenkins, product manager of Bliss, said: "The teen girl audience of Bliss is perfectly suited to mobile marketing. This giveaway forms part of our ongoing mobile marketing strategy. We want to increase interaction with our readers, develop the relationship and encourage loyalty to Bliss magazine."

According to research by the Mobile Data Association, the youth of Europe spend an estimated €381m (£265.4m) on ringtones a year.

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