Summary:

Well, finally Hachette is moving beyond AvantGo…back in April of 2002, I wrote about (reg. req.) Lagardere Active, the digital subsidiary…

Well, finally Hachette is moving beyond AvantGo…back in April of 2002, I wrote about (reg. req.) Lagardere Active, the digital subsidiary of French parent company Lagardere SCA that also owns Hachette Filipacchi Media tying up with AvantGo..of course that was just downloadable PDA-based content from its magazines.

Now it is forming a new U.S. division to create editorial content for mobile, using content from its stable of magazines. This follows a simialr move by Hearst Magazines, which recently launched a mobile phone subscription service under the Cosmopolitan and CosmoGIRL brand names.

Hachette’s new U.S. services, featuring content from Car and Driver, American Photo, Elle and movie magazine Premiere, will be available on AT&T Wireless, with other carriers to follow in the next few months. Julien Mittelberg, chief operating officer of Lagardere Active Broadband, the unit responsible for the company’s mobile phone content services, will move to the United States to run the new division.

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