Magazine publisher Hachette Filipacchi Media U.S. is using the mobile channel to monetize seven of its magazine titles.

HFM will be selling ad space on the mobile versions of Caranddriver.com, Elle.com, Ellegirl.com, Premiere.com, RoadandTrack.com, Womansday.com and ELLEgirl Latina. Quattro Wireless will do the ad sales and serving for the titles.

"On the premium side, we have a few branded applications we sell that are available on a number of carriers and handsets," said Yaron Oren, director of mobile strategy and operations for Hachette Filipacchi Media U.S., New York. "On the mobile advertising front, we have a network of seven mobile Web sites, reaching a total of approximately 2 million monthly unique users, and six text alert services.

"Through these services, we offer our advertisers a wide variety of mobile display, SMS and integrated programs," he said. "Going forward, we will continue to build our mobile business through advertising and subscription/premium services.

"From a monetization standpoint, we are placing a heavier emphasis on mobile advertising as we believe there is ultimately more revenue potential there."

HFM tapped Quattro Wireless for its WAP sites and deployment of mobile display ads.

Brands that have advertised on one of HFM's mobile sites include Proctor & Gamble's CoverGirl, Toyota's Scion and Unilever's Knorr.

All URLs for HFM's wired Web sites will redirect to the mobile sites when accessed from a mobile phone.

"From a product development standpoint, we are focused on creating new tools and utilities around our brands that specifically cater towards a mobile user," Mr. Oren said.

"Along these lines, we have a number of smartphone applications, beginning with the iPhone, set to launch this year that we believe will provide compelling solutions to both mobile users and advertisers looking to reach mobile audiences," he said.

There is an Elle Astrology mobile application currently available to all Verizon, BlackBerry and iPhone users.

Car and Driver slideshows and wallpapers are currently available to all Verizon, AT&T and iPhone users.

In addition, various HFM titles offer SMS alerts, which are powered by 4Info.

Elle's SMS alerts include fashion tips, beauty tips and runway news.

ELLEgirl's text-message alerts have celebrity gossip, fashion tips and beauty tips.

Car and Driver's SMS alerts have automotive news and reviews.

Premiere's text-message alerts have movie news and events.

Finally, there are different SMS-alert services from Woman's Day: WD Now! -- which offers home decorating and organization advice, recipe ideas and health tips -- and WD Eats, which provides recipe ideas.

"As far as our mobile audiences, we target both our existing readers and users on other platforms, such as print and online, as well as new audiences already active in mobile that we believe will value our services," Mr. Oren said. "The target demographics by brand are similar to print and online with a tendency to skew a bit younger.

"Hachette primarily views mobile as a profit center," he said. "However, our mobile efforts certainly provide the additional benefit of helping our brands reach new audiences and strengthen relationships with existing ones."

"The strategy is to maximize brand quality and consistency on all platforms and to promote brand extensions," said Anne Janas, senior vice president of corporate communications for Hachette Filipacchi Media U.S., New York. "This will support and accelerate the mobile development when it fits into overall brand strategy."