Several US magazines are launching the ability to buy products advertised in the magazine via SMS, including CosmoGirl and Stuff. The service was trialled last year and apparently successful, although the NYT article on ShopText doesn’t mention any specific results. The magazines are hopeful that people reading the mag will impulse buy products, and assumedly make the advertising more attractive to companies, which will be willing to pay more. There are other ways to use SMS buying, eg “teenage country singer Taylor Swift will let her audience text to buy recordings of the concerts—during the show”.