Last month we wrote about Tocmags: user-generated mini-magazines for mobile phones.
Prior to the official launch, 125,000 Tocmags were downloaded in the 6-month beta testing phase, and generated entirely by word-of-mouth.
Now over 1 million Tocmags have been downloaded to mobiles across the UK, thanks to most users downloading several of them, and the fact that private Tocmags are apparently becoming popular as content-rich alternatives to SMS messaging.
Currently top of the ‘public’ Tocmag league is the ‘movies’ Tocmag (www.tocmag.com/movies). Published monthly by film buff Jennifer Burk, the six-page mini-magazine features reviews of the latest Hollywood releases and a trailer for Clint Eastwood’’s forthcoming WWII epic, Flags of our Fathers. The ‘movies’ Tocmag has generated nearly 15,000 downloads alone.
Tocmag’s founder Brad Ells said that they chose to launch first in the UK because we’re Europe’s most advanced mobile nation (isn’t that good to know?). We have the most advanced mobile Internet usage and handset technology. Also, in recent years the UK has demonstrated the most willingness to experiment with new medias.