As David Utter of WebProNews says: "OMG NYT TXT 2 U!!!"

The Times took another step to meeting the demands of its readers, this time on the mobile side of the content experience. A Times by SMS feature opened today, as a complementary service to their existing mobile website.

By sending a keyword to 698698 (NYT-NYT), people can retrieve news items, and the work of columnists like tech writer David Pogue or opinion writer Maureen Dowd, via text. The arriving message contains a hyperlink, giving a person the option to view the column in the mobile browser rather than replying to the first message for the next piece of the item.

See our previous coverage of the NY Times' Mobile Real Estate Listings