Brandweek writes about magazine publishers latching onto mobile as a revenue driver, ... “magazines like Details, CosmoGIRL!, Glamour and Brides are rolling out ads with short codes for text-to-buy transactions…Publishers aren’t the only converts. Others include National CineMedia, which worked with ShopText on a promo for DVDs of the Al Gore documentary An Inconvenient Truth from Paramount Pictures; The Knitting Factory, owner of clubs in New York and Los Angeles, which plans to let consumers text-to-buy concert tickets in 2007; Procter & Gamble, which also has sampled its shampoo Pantene under a program with Glamour magazine; and Elizabeth Arden, which is rolling out a new Hilary Duff-branded perfume that can be bought via ShopText”. The service is run by ShopText and PayPal. ShopText requires that people sign up to the service in order to use it, so an extended period of ongoing campaigns in magazines might be the best way to get people to sign up.