Conde Nast's Lucky Magazine, the 12th most read magazine by college women (8th among seniors), is the latest magazine title to integrate call-to-action mobile elements in its upcoming September issue. I first posted about Maxim magazine, the number two mag among college men, running a similar program about a month a half ago. The Lucky mobile marketing program, entitled "Live Buy It," leverages PayPal's Mobile Text2Buy technology to offer Lucky readers products from 18 marketers and retailers. Like other similar programs, readers simply text in their specific purchases using their mobile phone. Although analysts estimate mobile marketing spending at less than $50 million annually, there is an expectation that the market could grow to nearly $1.5 billion in the next four years. Now that is some serious growth. Not unlike Internet advertising three or four years ago, I believe most marketers will remain on the sidelines until there is substantial positive buzz and some sort of tipping point in the mobile marketing arena is reached. That said, I still think it is extremely positive that traditional media companies like Conde are leading the pack and getting their ad partners on board.