Newspapers to insert 'iCircular' ads on phones

KRISTEN WYATT Jan. 10, 2012
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Associated Press


NEW YORK (AP) — Major newspapers and retailers are teaming up to put more advertising on mobile phones through a new service developed by The Associated Press.


The feature, called iCircular, will start appearing Monday in the mobile phone applications of the participating newspapers. It's the pilot phase of a project announced nearly a year ago by the AP, a not-for-profit cooperative owned by newspapers.


ICircular is meant to be the digital equivalent of coupons and other promotions that are inserted into the print editions of weekend newspapers. Those ads are among the most popular parts of Sunday newspapers. A study by the Newspaper Association of America found nearly three-fourths of readers check advertising inserts, mostly to find out about sales.


The initial group of 40 newspapers adding iCircular to their phone apps includes: the New York Daily News, the Los Angeles Times, the Chicago Tribune, The Boston Globe, The Dallas Morning News and San Francisco Chronicle. The phone apps of the newspapers that have agreed to use iCircular reach a combined audience of about 5 million people.


Target Corp., Macy's Inc., Kmart, Toys R Us and J.C. Penney Co. are among the 20 retailers committed to running ads in iCircular.


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