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Advertising.com, Magma Group Target College Market

In a deal aimed at boosting membership and ad opportunities on Advertising.com's wireless advertising network, the ad company on Tuesday joined with the Magma Group to together target the desirable college market.

The Magma Group, which has relationships with more than 6,000 student organizations, will tap those ties to round up new members for the AdBroadcast network, on which members are rewarded for receiving targeted marketing messages on their wireless devices.

"The transient nature of the college market makes the AdBroadcast system vital in reaching today's college student," said Michael Cohen, chief executive officer and co-founder of the Magma Group.

"Now marketers will have the power to reach students with personalized messages anytime and at any location."

The companies believe wireless will be an effective way to find the elusive college market, citing a Student Monitor survey which found that over 36 percent of all college students own a cellular telephone and 26 percent own a pager.