When done badly, MMS has all the appeal of a ginger stepchild.

Inflexible, expensive and uncompelling, it can be a dismal experience. But platform restrictions should not limit creativity, and MMS can be made to work by packaging irresistible content to a suggestible audience.

'News you can use' is an ideal formula for this platform, which must mimic the essence of tabloid journalism by imparting information with speed, clarity and coherence.

The portfolio covers health, history, horoscopes, music, glamour and lifestyle titles. Subscriptions are modest but show a steady increase.

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