Retailers are sick of being lost amidst the clutter of newspaper print circulars. They haven’t seen much usage from their online circulars, either. But they’ll look on with interest come January, when Gannett, Knight Ridder and Tribune begin testing an online circular that allows a banner ad to be “moused over” to provide advertiser specials, store locations and other information.
At least 217 of the 245 newspapers in the Gannett, Knight Ridder and Tribune consortium have given a green light to the test, as well as Yahoo. Additional joiners from Knight Ridder’s Real Cities network are likely.
The mouse-over circular technology, branded as”PaperBoy,” is being provided by PointRoll, which was purchased by Gannett earlier this year for the heady sum of $100 million. Conceptually, PaperBoy might be seen as the other side of iPix AdMission’s SpotLight ads, which enable users to open searchable libraries of real estate or auto photos when banners are moused over.