The World: Tokyo - Dentsu partnership launches e-magazine service

Dentsu, the Japanese advertising giant, has agreed a partnership deal with the digital content distribution technology company Yappa Corporation to launch Magastore, an electronic magazine subscription service.

The deal will see the pair work together to offer subscribers magazine content via mobile phones, personal computers and video games consoles.

The scheme launches with 30 magazines being offered to consumers from 20 participating publishers, including Conde Nast Japan, Gentosha and Asahi Shimbun Publications.

Initial content will not contain advertising; however, Dentsu has confirmed that it is looking to include commercial messaging in future.