Here's the 411 on 944 magazine: it's extending into mobile.

Lifestyle, society and entertainment publication 944 magazine will send mobile newsletters and event guides, promote artists and keep fans posted on the latest celebrity news using Waterfall Mobile's Web-based Msgme platform.

"Smart move," said Neil Strother, mobile analyst at JupiterResearch, New York. "Not everyone will want to access the magazine's content on the mobile device but many will. Many of those who do are actively using their phones and are of a younger generation."

Media companies are recognizing that the mobile channel represents untapped opportunity for generating revenue. However, the current landscape for mobile marketing hinders profits by limiting control of distribution, requiring large fixed costs and creating difficulties in managing mobile content sales and subscribers.

Waterfall Mobile aims to solve some of these mobile media problems for 944 with its technology platform, which manages both the CRM for off-deck interactions with consumers and mobile media distribution and transactions for media owners.

944 began its mobile initiatives this month to coincide with its role as the official lifestyle publication for the Arizona Super Bowl XLII Host Committee.

The magazine will host the 944 Entertainment Village in Scottsdale, AZ, including a pre-game party and featuring performances by Wyclef Jean, Velvet Revolver, Paul Oakenfold and DJ Roonie G.

Fans and attendees can sign up from any mobile phone by texting the keyword SUPER to 67463 (Msgme) or visiting 944's Super Village Web site at www.944game.com.

Fans will get access to VIP updates, discounts and the latest talent lineups.

During the four-day Super Bowl event, 944 will send reminders when top acts are performing and convey the latest information.

Exclusive content created for fan clubs from the artists will be sent to mobile devices.

944 will use mobile beyond Super Bowl XLII to maintain its ties with readers and 944.com visitors, the company said.

"This is obviously an advertising opportunity as many people will be very interested in instantaneous information right in their pocket," Mr. Strother said. "All it takes is a couple of clicks. It's convenient for sweepstakes polling."