The media giant has built a SMS database of hundreds of thousands of records, collected through previous direct marketing campaigns.
Advertisers will be allowed to buy access to the mobile phones of the audience of Emap brands such as magazines Smash Hits and FHM, radio stations Magic and Kiss, and music TV channel The Box.
However, Emap has pledged to work closely with all parties involved -- including its own editorial teams, relevant third parties and their agencies -- to ensure that the campaigns are appropriate for the brand with which they are associated.
Emap has already used the initiative for select customers such as Woolworths, which was given access to the Heat database, and the Alliance & Leicester, which wanted to target Smash Hits' readership.
Andrea Kilbourne, managing director of Emap Performance Online, said: "If advertisers want relationships with our consumers then we are here to bridge the gap.
"We have spent a lot of money building this database, and the last thing we want to do is be responsible for database churn."
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