For the first time ever, mobile ring tones and logos are being offered as cover mounts.  With every issue of Bliss, Emap's glossy teen girls magazine, sold this month, Bliss readers get the chance to register for free mobile rewards - 10,000 ring tones featuring Blue's new single 'Guilty' and 10,000 mobile logos. The mobile activity is being handled by Flytxt.

The objectives of the giveaway are to reward loyal Bliss readers and to grow the Bliss SMS club. At the moment, Bliss' mobile marketing database has over 28,000 readers registered. This is expected to grow as the giveaway encourages respondents to register for the Bliss SMS club and receive future mobile offers.

The majority of the youth market use text messaging and mobiles as their preferred means of communication. Youth spend in Europe on ring tones is estimated at €381m per annum (Mobile Data Association). "The teen girl audience of Bliss is perfectly suited to mobile marketing" said a spokesperson for Bliss, "this give-away forms part of our ongoing mobile marketing strategy. We want to increase interaction with our readers, develop the relationship, and encourage loyalty to Bliss magazine."