Hearst, continuing to execute its aggressive digital strategy, has officially launched its Cosmopolitan mobile site-as Folio: reported back in August-with all the expected bells and whistles, including something called a Dude Decoder, the "ultimate body language guide to find out what he’s really thinking," as well as a fake calls service that "calls your cell phone and provides you with excuses to get out of a bad date."

Goofy, "men suck" gimmicks aside, mobile executives at major magazine companies like Hearst-and minor ones, too-say mobile sites like Cosmo’s are a "real business."

Here’s a quote from Olivier Griot, Hachette’s managing director, mobile, who was hired away from Hearst in 2006 to build out Hachette’s digital offerings, found in Folio:’s October issue: "We see it as aggregating an audience on the phone the same way we aggregate an audience for our Web sites. We’re essentially selling impressions."

And, according to, well, everyone, there are a lot of impressions out there:

There are 233 million people in America who have mobile phones, or 76 percent of the population, according to the International Association for Wireless Telecommunications. Thirty-three million are regular mobile Internet users and 30 percent (roughly 70 million) have used their phones to access the Internet, all part of the $127 billion mobile industry. According to the Strategy Analytics report, "Global Cellular Data Forecast 2007-2011," global cellular data users are expected to grow from 1.8 billion in 2007 to close to 2.5 billion in 2011. Consumer spending on mobile "infotainment," the report says, is expected to double between 2007 and 2011 to $64 billion. And Nokia predicts the number of mobile phone users will top three billion worldwide by 2009.

That sound you hear is your publisher’s mouth salivating.