Dennis brings brands to mobile phone users

Currently only Maxim is available across different mobile phone networks, and revenues for the brand on this platform were up 300% last year.

Men's Fitness, Bizarre, Test Drive and The Week are among those it plans to adapt for mobiles by mid-2007.

In November, Auto Express and Evo launched on Vodafone and Viz began to offer downloadable strips, film clips and Profanisaurus entries on O2 iMode.

This month they will be rolled out across other networks and will receive a bigger promotional push in their parent magazines.

Matt Jerwood, head of mobile at Dennis Publishing, said: "There's a huge opportunity waiting to happen in formalising how the industry uses mobiles and we want to go more directly to consumers rather than via an operator."

He is also exploring the creation of microsites for advertisers as mobiles get more sophisticated.

This article was first published on Media Week