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What Is It?

How to Get It?
Text “join” to the code 72667. A confirmation text is sent stating you will receive 5-10 messages weekly and that if you wish to unsubscribe you need to text “end.” You will receive your first alert within 48 hours.

In the View of MYIQ
On face value, this one seemed like a potential winner. However, once again, the program was not optimized based on consumer need and interest. MYIQ panelists immediately felt they were sent too many texts and that they weren’t informative enough.

“This service is just an ad for the magazine not an information source-it doesn’t really tell anything,” texted a panelist.

Unfortunately, the bulk of messaging from People seems to be just a plug for the magazine or a repeat of an old headline that drives you back to people.com.

“I liked the way it sent the info right to your phone but it was very vague the info so it forced you to go to their site for more info”

Every so often, an informative piece of breaking news of real value does come through (“Brittney is pregnant”, “Star of The Apprentice arrested”). These types of messages are of unique value in the “insider information” they provide. If People only sent texts when they had these kinds of alerts, the service would be a huge hit and would be a strong enhancement of People’s brand image. Unfortunately, given the frequency of dull messaging from People, these got lost in the mix.

“you get the latest gossip but its bad because they send too many messages”

MYIQ members were not against the idea of their favorite magazines sending them information, and mentioned Sports Illustrated, Spin, and Alternative Press as possibilities.

Learning
If publications are going to go mobile they need to offer information that is independent of what is in their pages, or sent in advance of publication. Receiving timely information is critical to consumers, so breaking news and updates would provide added value. Text services should help build relationships with their subscribers, not just advertise to them.

Editor’s Note: Since the early weeks of People’s mobile offering, we have noticed a marked improvement in the quality and frequency of the messaging. Our panelists are receiving fewer messages and the texts they are getting are timely and gossipy. It looks like the program is moving in the right direction.

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