Publishing company Archant is giving readers the chance to send text messages to the editors, enter competitions, comment on articles and vote via the mobile phone service.

By using the latest premium-rate mobile technologies in its publications and web site activities, it has been able to increase the brand buy-in of its readership, encouraging two-way interaction with customers while also creating a new revenue stream for the company.

Publications involved in the project include the Eastern Daily Press, Which Camera? and the Evening Star.

They are working with international mobile services company, Opera Telecom, to introduce a range of services in its publishing operations to help broaden its range of marketing activities as the popularity of mobile services grows.

Archant digital media director Clive Haden said: "By using SMS we are able to interact with our readership and extend our brand value and appeal beyond the printed pages of our publications.

"Mobile services are popular. Taking advantage of this enables us to generate new revenue opportunities and differentiate ourselves from our competitors.

"With Opera Telecom, we have a one-stop-shop for all of our mobile activities. All content, billing, delivery and background technology support is managed by Opera, which means we can launch new services very quickly without needing to invest in costly infrastructure or resources."

Opera Telecom manages all the technology infrastructure, content delivery and billing on behalf of Archant from its operations centre in Birmingham.