I've posted several times about the untapped potential of mobile marketing to transform offline media into interactive touchpoints.
I just came across a company called ShopText that offers agencies and marketers a one-stop service to begin testing this idea. Savvy magazine publishers such as Hearst (Cosmo, Good Housekeeping, Esquire, et al) are using ShopText in their books to demonstrate to marketers that print remains a viable medium for building brands.