US Magazine is launching "US to the Minute", a text messaging service that will deliver breaking entertainment news and gossip to cell phones. Headlines will be free, but it will cost $.50 to read a full story, or $3.99 for a monthly subscription.
With the new service, Us Weekly is trumping rivals like People, Entertainment Weekly and Star magazine, who've yet to enter the text messaging arena, said publisher Vicci Lasdon Rose. "We wanted to be an early player in this space, and we feel this is a perfect instrument to promote our brand," she said.

"Us To The Minute" capitalizes on its reader demographic: highly educated, relatively affluent women with the average age of 32, who tend to live in metropolitan areas. "It's that young educated person in the workforce, the early technology adopter and the alpha shopper -- she's gotta get it now," said Rose.
The service will launch at the end of October.
From Technology Marketing.