Ads, Ads Everywhere

Jan. 19, 2006 — -- As Stephen King releases his new thriller "Cell," cell phone users can buy ring tones starring the renowned horror novelist saying, "Beware, the next call you take may be your last."

The ad campaign marks the first time in book publishing history that cellular telephones will be used to promote a novel.

"Stephen King is an unorthodox writer, and we wanted an unorthodox campaign," said Suzanne L. Balaban, director of publicity at Scribner, publisher of King's new novel.

The campaign for King's new book represents an unorthodox but popular marketing style that relies on social and cultural trends -- like the popularity of computers and next- generation cell phones -- to create "buzz" and add interactivity to inactive products.

Before "Cell" hits bookstores, thousands of cell phone-owning Stephen King fans will be invited by text message to join the "Stephen King VIP Club" as part of the new book's release.

It's part of the growing trend that has advertisers clamoring to get their message out on popular devices like cell phones.

But even with the ability to sell "wallpaper" background images, ring tones and even use video commercials on handhelds, the mobile ad market in particular still faces major challenges.

"There really is not a market yet," said Robert Rosenberg, president of Insight Research Corp.

Mobile ad sales only reached $45 million in 2005, according to Ovum Inc., compared with billions of dollars in revenue for mobile communications.

And consumers are still very resistant to such advertising, according to Edward Snyder, founder of Charter Equity Research, which studies the telecom industry.

"If you push ads, you are going to irritate users," said Snyder.

Still, for advertisers seeking an innovative way to reach out to their audience, technology that can carry a message will do.

For hit ABC-TV show "Lost," advertisers came up with a surreptitious and original way to market the show.