These publications combine fashion tips with exclusive manga serializations, pull-out posters of current idols, and codes for mobile games. Moreover, the models—known as Jojoshi or reader models—become celebrities in their own right. For example, model and actress started in Pichi Lemon and now headlines major TV dramas. The cycle is self-sustaining: The magazine promotes the idol, the idol stars in a drama, the drama soundtrack is sung by a J-Pop group, and the group appears in the magazine.