New York-based Web publisher Automatic Media plans to send blips of content from its Plastic.com discussion site to subscribers of wireless messaging play Upoc.com.

The two companies have launched a Plastic.com branded group to allow Upoc users to get short text-based news on cell phones and other wireless devices.

The new Plastic.com channel will be promoted on both the Plastic and Upoc sites. Plastic said the newsgroup would also allow subscribers to share thoughts and commentary with other Plastic wireless readers.

Plastic.com, which was recently nominated for a Webby award, is the first original online property of Automatic Media, the start-up which was formed last July through the merger of Feed, Suck and Alt.Culture.

Plastic, which is based on the popular Slashcode technology, publishes user-recommended Web links and initiates discussions. The site has partnered with content plays like Modern Humorist, Wired News, Spin, Inside.com, Nerve and NetSlaves to moderate the user-initiated posts.

Plastic is hoping the wireless channel would help drive traffic and create a buzz among Upoc's text-messaging users who trade information on anything from celebrity sightings to the latest in gadgetry.

"Not only will this new technology allow our users to access Plastic content from their own mobile devices, but it will also provide them with the unique ability to tap into the views and opinions of other Plastic users, no matter the time or the location," said Lee deBoer, CEO of Automatic Media.

Automatic Media received financial backing from Advance Publications, Terra Lycos Inc., Terra Lycos Ventures and and Paladin UK.