Associated Press has teamed up with 40 newspapers in the US to roll out advertising on the papers’ phone apps and the mobile versions of their websites, according to paidContent.

The rollout of iCircular, a coupon system which focuses on driving customers into their local retail stores, begins today (19 September).

This post on paidContent states:

The iCircular feature will be found within newspaper mobile apps on the iPhone. The feature will be available on other formats, such as Google’s Android, later on. It’s HTM5-based, so that will also be available on newspapers’ web and mobile wap sites and ultimately ease iCircular’s transfer to other operating systems. The app will be situated within a special “deals” section on each of the newspapers’ apps and mobile sites.

“It’s essentially an app within an app,” said Mary Junck, chairman of AP’s board of directors’ revenue committee and CEO of Lee Enterprises. “We didn’t want to create an app separate from the newspapers. We wanted something that would be as integrated into the newspapers as a Sunday circular is in the print editions.”

There is more on iCircular in this AP press release published in February.