The Guardian newspaper , one of the top news destinations on the web, is preparing to test a downloadable news service for mobile phone users -- the first such service for mobiles to include "click to callback" advertising.
According to reports rather than conventional mobile ads, the news service will allow users to request a call or a brochure from the advertiser.
"This is a great example of how marketers can imaginatively use new advertising technologies to directly connect with consumers," commented Lynne Henderson, sales and marketing manager at the Irish Times New Media Division.
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