Readers of Lucky Magazine will be able to buy the items on the glossy's pages with their mobile phone.

Readers of Lucky Magazine will be able to buy the items on the glossy's pages with their mobile phone. Readers who already subscribe to PayPal's T2B service will be able to text a message to the magazine and the goods will be delivered to the address held in PayPal's system. Gen Digital says:

[I] think it is extremely positive that traditional media companies like Conde are leading the pack and getting their ad partners on board.

GenDigital: Lucky Magazine Introduces Mobile Marketing Program in September Issue

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