The new feature or mobile app, called circular is a new service developed by The Associated Press and is intended to be the digital equivalent of coupons and other promotions that are inserted into the print editions of weekend newspapers. Hopefully, this new feature will help ease the amount of Sunday newspapers being stolen as a direct result of “extreme couponing.” A headline in a recent USA Today article Discount-seeking consumers swipes newspapers to pad savings.
Apparently there are some major players, both in the newspaper and retail world all interested enough to at least take circular for a test drive as to date the following newspapers have added the circular app to their existing phone apps: the New York Daily News, the Los Angeles Times, the Chicago Tribune, The Boston Globe, The Dallas Morning News, and San Francisco Chronicle. And as for retailers 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.
Currently, neither newspapers nor retailers are paying to use circular through the rest of the year but if iCircular pays off for newspapers and retailers during its trial period, the AP plans to negotiate the fees it will collect for future use of the service. Of course how one determines if it “pays off” may be the subject of debate but let’s not split hairs, at least not right now.
This should really come as no surprise to anyone, what with the declining newspaper (printed) circulation numbers combined with the aforementioned exploding mobile marketing and advertising space. So far, newspapers’ digital advertising growth hasn’t been nearly enough to compensate for the downturn in print advertising. Last year, for instance, print advertising at U.S. newspapers totaled $22.8 billion and digital advertising was $3 billion.
So giddy up advertisers, marketers, B2B Marketers, B2C Marketers and so on… you know the mobile revolution is here, you know of The Rapid Rise Of Mobile Advertising And mCommerce. You know more and more people are using and buying smartphones and the numbers are only going to go up.
So what are you waiting for?