GQ Magazine is working with m-Qube (a mobile-phone service aggregator) to offer a new program to readers, called GQ Mobile. (read full story). Details are sketchy, but it appears that readers can opt-in to advertiser messages by texting to the GQ short-code (47624).
I think the pro of this service is that it gives readers a way to be alerted of interesting advertisr offers. The con is that it seems that it is either a blanket on or off - so that I may only be interested in alerts about ties, but will receive alerts from big-screen TV co's too. Getting too many text alerts is like getting too many emails - it will prompt you to turn off the alert.
My POV is that channels like specialty publications should go easy on the opt-in alert program - that is, only use it for extra special information, and in my opinion that special information should not include advertising messages.
Here's a neat way to integrate mobile services into your publication without pushing ad messages to opt-in users. ENVY publications uses qtags to build an audience for opt-in alerts, and they use this channel ONLY to alert readers about ENVY events and parties. They know their audience wants to be in the know and would hate to miss out, so text alert is a good way to get them info. And, for advertisers they offer qtags as a value-add for print ads. This gives advertisers a way to get bookmarked, but let's the readers stay in control.