NEW YORK - Mobile’s biggest advantage is that it gives legs to other channels such as catalog, retail store, direct response television and ecommerce, according to a panel at Mobile Commerce Spotlight.

Hearst Magazines Digital Media, a unit of Hearst Magazines, partnered with ShopText to deliver text messaging services to its magazine audience.

Top magazine brands such as CosmoGirl, Maxim, Lucky and Allure are using ShopText to let consumers buy products anytime from any media using a simple text message.