GQ Goes Mobile (47624=GQMAG)

According to Business Week, GQ Magazine is getting into text messaging. "The service, BusinessWeek Online has learned, will be operated in conjunction with m-Qube, a Watertown (Mass.)-based company that has created an infrastructure for distributing music and other media to cell phones" "We think it's going to be such a powerful medium," says GQ marketing director Scott Carliss"

So, are you thinking editorial content. Actually, Business Week reports that "Once enrolled, GQ Mobile users will start to receive original content developed for the digital mobile service. It may include information about events, private sales, shopping nights, and giveaways. The service will differ from the mobile magazines, or mobizines, that Condé Nast and others are rolling out in Britain, which are focused more on snippets of editorial content and pictures. "This is a business opportunity. It isn't about editorial," Carliss says."

I would call this "co-branded mobile marketing."