This is just in from Velti, which says it's supplying one of the UK's largest newspaper publishers with mobile marketing services and campaigns.
It will do this by integrating its mobile CRM platform across Johnston's 18 daily newspapers, 253 weekly newspapers and 297 local websites.
The plan is to reach 10 million weekly readers with mobile marketing messages.
How? If you read, say, The Scotsman or The Yorkshire Post, your paper will be full of invitations to get involved in SMS related competitions, paid promotions and opt-in information alerts such as local information bulletins.
"Velti's mobile CRM platform will enable Johnston Press plc. to fully monetise these mobile interactions," says the release.
Is it me, or does your heart sink when you see SMS related competitions in a newspaper?
It's the modern equivalent on the 0898 premium rate number. There's something terribly spivvish about an SMS campaign.
Sorry, that's just the association I make with it.