In the September issue of Lucky magazine, readers will be able to respond to ads by 18 marketers by sending a text message and making a purchase using PayPal Mobile Text2Buy. Once you get everything set up, it can be more efficient than shopping by phone, but I’m not sure most people wouldn’t rather talk to an operator. Do those sweaters run large? I guess only if the operators are like the very well-educated ones at Lands’ End. Guess I’m not part of this target audience.

New York Times: Shopping by Phone, on the Move, 2006-Jul-10, by Stuart Elliott

"Lucky is a magazine about getting your hands on the stuff and enjoying what’s exciting right now," Ms. Golinkin said. "How apt to the DNA of Lucky is it to have one of our programs be devoted to the future of commerce?"