Hachette bought Attic Futura earlier this year in a £40m deal, believed to have been engineered by former Emap chief executive Kevin Hand, who was appointed to head up Hachette UK.
The move follows work to develop and profile a database of readers of its flagship teen title Sugar, which it obtained through a number of mobile services. These including an opt-in reader text club, which allowed advertisers to tag a 60-character text message to an editorial message, and other mobile services.
Vivien Cotteril, managing director of Hachette UK, said: "Hachette Filipachi has great experience of teen text messaging and digital-savvy advertisers are rapidly recognising this fact."
The service, which will be handled by mobile marketing firm Aerodeon, will allow advertisers to reach more than 50,000 readers.
It will compete with Emap's mobile strategy, launched in April, which gives advertisers access to mobile databases from Emap brands such as Smash Hits, FHM, Kiss FM and Magic FM.
Competition between the two publishers has intensified since Hand joined Hachette. Before his appointment, they were allies with a joint publishing venture producing Elle and New Woman.
The two have now separated, with Hachette taking full control of cash-cow Elle and Emap hanging on to titles such as New Woman and Top Sante. Both are believed to be wrangling over who gets control of Red.
Hand is understood to be behind Hachette's expansion in the UK in order to prove himself after leading Emap into a disastrous foray in the US, where it bought publisher Petersen only to sell it two years later at a huge loss.
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