19 is the first women's magazine to target readers through a text-messaging service.
Readers who respond to a telephone number in the magazine will automatically receive text messages on their mobile phones. The messages will advise them of upcoming stories, horoscopes, gossip and other unpublished material.
Around one third of each message's content will be given over to a solus sponsor, which will be able to drive readers to its own website.
Response can be tracked by the sponsor, either through its website or through a codeword answer to a question.
A sponsor for the service will be revealed shortly by TMS marketer Aerodeon.
Commercial director Kieran Bourke said he had targeted a range of youth brands, including soft drinks manufacturers and makers of sports clothing. He is also talking to content providers and companies that may want to offer targeted promotions through the service.
It is claimed that an ad promoting the service in the November issue of 19 generated 26,000 responses from readers in its first week.
A similar service - launched by Aerodeon for Top of the Pops magazine in May - is said to have attracted 25,000 users.
Aerodeon was also behind a TMS-based whispering campaign for Budweiser's 'wasssuup' promotion.
19 editor Samantha Warwick commented: 'This mobile phone service makes it possible to tailor specific messages to specific groups of readers, defined by age or star sign for example.'
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