Magazine article Editor & Publisher

Ad Circulars Go Digital: AP to Unveil iCircular App in 2011

Magazine article Editor & Publisher

Ad Circulars Go Digital: AP to Unveil iCircular App in 2011

Article excerpt

THE ASSOCIATED PRESS RECENTLY announced the development of a mobile application that will give consumers digital access to daily and weekly ad circular inserts.

With the widespread usage of mobile media platforms, iCircular gives newspapers and retailers a means of adapting to changes in consumer demand. Jeff Litvack, one of the lead executives in charge of the iCircular development project at AP, described the main idea of what iCircular is and what it will do for the consumer.

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"iCircular reinterprets the best features of the print circular experience for mobile devices. It is a hyperlocal weekly marketing and shopping tool that brings the circular into the 21st century," Litvack said.

The app gives newspapers an opportunity to hold onto circular revenue even while consumers change the platform of where and how they get their information.

"From a newspaper perspective, the fundamental goal of iCircular is to preserve a strong relationship between newspapers and retailers in the digital transformation through creation of an efficient system to migrate that relationship to mobile" Litvack said. …

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