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The partnership will see Sponge continuing to provide and run a mobile platform for thelondonpaper, enabling readers to respond directly to content in the daily newspaper and share opinions with other mobile users.
Launched in 2006, thelondonpaper targets the daily commuters travelling to and around London, providing news, sport, style, entertainment and interactive features to readers. Distribution levels have been over 500,000 copies throughout 2008.
“Commuters are a busy audience to target. Offering quick and simple SMS interaction is appealing to readers in a rush,” said Alex Meisl chairman of Sponge. “thelondonpaper has seen a great response to introducing SMS interaction; its response rates have tripled year on year. Sponge will continue to develop the use of mobile technology in thelondonpaper, encouraging readers to instantly connect with the brand on a daily basis.”
Londoners are invited to text in their thoughts and opinions through various SMS prompts. The opportunities to provide mobile comment are placed in the paper alongside topical stories, letters and competitions.
“We’re delighted to extend our partnership with Sponge,” said Leighton Cooper, Online Commercial Manager for thelondonpaper. “SMS is a growth area for us and it’s highly encouraging how many of our audience are using this platform to interact with us.”
About Sponge
Sponge is a creatively-led mobile marketing agency that empowers brands, agencies and media groups to deliver mobile and voice services. An award-winning mobile strategist, Sponge supplies ideas and technology to companies including Vodafone, Northern & Shell, Unilever, News International and Coca-Cola. The company is the owner and developer of the most battle-hardened and versatile mobile applications suite; TG³, which enables clients to deploy mobile services quickly and cost-effectively. In-house developers also create bespoke mobile solutions for global use. Sponge was named one of the Top 50 fastest growing new media companies in the UK for the fourth year running at GP Bullhound’s 2008 Media Momentum awards.
About thelondonpaper
thelondonpaper (thelondonpaper.com) is London’s number one evening choice in terms of distribution and readership, recording a circulation of more than 500,000 of every month of 2008-08-12.
Source: Audit Bureau of Circulation.
thelondonpaper is published by NI Free Newspapers Ltd, a News International company.
News International Limited is the main UK subsidiary of the global media company News Corporation. Times Newspapers Ltd (TNL) published The Times and The Sunday Times and News Group Newspapers Limited (NGN) published The Sun and News of the World. TNL and NGN are part of the News International group.
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claire.armitt[.]no-flannel.com 
