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	March 29, 2007 Case Study: Time Inc. Shows The Value Of Mobile Direct Response by Christine Spivey Overby with Julie M. Katz, Charles S. Golvin, Sarah Glass

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Executive Summary

Time Inc., an early adopter of mobile marketing, has gleaned numerous best practices from not only its own mobile marketing efforts but also those of its advertising partners. Among these best practices: Leverage mobile as a direct response mechanism, keep the message simple, and don't underestimate the growing pains of an emerging channel.

This is an excerpt

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