Yahoo will enable retailers to deliver their own personalised online newspaper circulars directly to customers in the Yahoo network, BtoB online reported Friday.

The Yahoo Circular Program allows retailers to target who gets their circulars based on interests.

The programme aims to supplement newspaper-based marketing programmes that are already in place, and touts benefits such as cost efficiency, flexibility in regional pricing, incremental reach and product availability, according to BtoB online.

Content from ShopLocal powers the programme.