Are cell-phone users starting to warm up to text ads?

08/11/2008 | NYTimes.com

One in four mobile-phone users who have received text ads has responded at least one time, according to research from the Direct Marketing Association. "If the carriers offered marketers a different type of pricing, where the marketer paid the cost rather than the consumer, you'd see a different type of response," said Edward T. Manzitti, DMA's VP for research, who asserts that much of the reticence users do feel is tied to the fact that they frequently have to pay for text-message ads.

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