USA Today - Parents wringing their hands over their teens' incessant cell phone use should chill — they might be interacting with authors. Publishers are plugging into the technology whose ringtones and vibrations attract teenagers' undivided attention.

Electric News - HarperCollins Children's Books is turning to SMS to promote its latest titles, with the launch of a mobile club in the US. The book publisher has teamed up with mobile marketing firm Flytxt to start up the "Meg Cabot Mobile Club", a text messaging programme that will promote the author's popular titles, using Flytxt Direct, which will allow it to target specific consumer segments and send messages to users based on factors such as their geographic area, preferred book titles, age, and more. It will also market and sell a variety of mobile content.

The Book Standard - cJoining the ranks of innovative publishers looking to tap young readers through mobile technology, HarperCollins Children’s division is launching an initiative to advertise—via cell phone—one of their most popular authors.

160 characters - Flytxt are partnering with HarperCollins Children's Books to launch the 'Meg Cabot Mobile Club' in the USA.  A text messaging marketing program will promote the popular Princess Diaries series, Ready or Not sequel to All American Girl, and upcoming book, Avalon High (January 2006).

Brandrepublic - Direct Marketing News - Mobile marketing applications have been extended to childrens' book promotion, in a US deal between HarperCollins Children's Books and Flytxt.

Netimperative - Mobile marketing firm Flytxt has partnered with HarperCollins Children’s Books in the US to launch an SMS campaign.The Meg Cabot Mobile Club will promote the Author’s Princess Diaries series, Ready or Not sequel to All American Girl, and her upcoming book, Avalon High released in January 2006.