adWeek Magazine is reporting that the nation's largest newspaper, USA Today, is making a big bet on SMS marketing (they're aiming the service at adults, not text-happy teens).

The average USA Today reader is 44 years old. But the paper is hoping its audience will soon be text messaging like teenagers—early and often. To help drive that behavior and open up a new revenue stream, the paper will announce this week the launch of an integrated platform combining print and interactive ads in text messages.
...
Print ads in the paper's Money and Sports sections, as well as on its weather page, will give readers a number they can text with requests for up-to-date information on a company or sports team, or to get a five-day local weather forecast. The reply would contain an interactive ad.

They've already signed up some major blue-chip companies: Citibank, Chevrolet, and Microsoft. This effort could wind up marking a significant turning point in the mobile marketing arena, as most successful campaigns have targeted teens so far.

(via Textually)

Technorati Tags: USA Today, Interactive Ads, SMS