Magazine companies are using mobile devices to deliver ads to their consumers. To date, The New York Times has adopted a mobile real estate site, while Playboy unveiled non-nude mobile photos and several mobile contents featuring the Playboy brand. In addition, Hearst maintains nine mobile magazine sites. These magazines find mobile devices helpful in catering to new consumer behaviors. The adoption of mobile ads also comes at a time when the print magazines are experiencing flat sales in 2006 and 2007. Mobile ads serve as a new platform where advertisers can target exact locations and be more responsive to the behavior of their consumers. Such behavior includes opt-in requests for consumers who value their phone privacy highly. Magazine advertisers also tap a platform that can easily generate more response from consumers than any other media. Magazine companies only need to ensure that their websites are always upgraded, according to Andy Miller, CEO of Playboy's mobile Internet partner, Quattro Wireless. Miller added that ads visibility is greater using the mobile format compared to the static features of ad magazines. Mobile advertisers also keenly observe the guidelines being imposed by the Mobile Marketing Association. On the other hand, Hearst has reached a partnership with Sprint to unveil its mobile efforts. The magazine is given a share by Sprint, which markets advertisements with consumer information it has control with. The arrangement has allowed Hearst to offer its brands to mobile subscribers.