NEW YORK (CBSNewYork/AP) — Major newspapers and retailers are teaming up to put more advertising into 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.

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ICircular is meant to be the digital equivalent of the coupons and other promotions inserted into print editions of weekend newspapers.

The initial group of 40 newspapers adding iCircular to their phone apps includes the New York Daily News and the Los Angeles Times.

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

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