The Associated Press will test a mobile version of the preprint circulars that newspapers insert in their weekend sections, AP announced Friday.
The iCircular mobile advertising solution differs from other online coupon and shopping solutions in that it focuses on driving customers into local retail stores and providing them tools to manage their shopping lists. A rich media ad module, newspapers can incorporate iCircular into their mobile Web sites or apps.
"The level of interest in this by retailers is very high," said Mary Junck, president and CEO of Lee Enterprises and chairman of AP's Revenue Committee. "In my experience in calling on large retail customers, this is one of the most enthusiastic receptions I have seen. They are impressed by the features and functions, and by the fact that the idea comes from the newspaper industry."