Appular, which is a marketing and PR firm specialized in promoting iPhone titles, is taking the “publisher route.” What this means is that in some cases — when they like the application/game — they may act as a publisher and share the revenue generated from the app sales with the developer. As a result, their initial fees will be waived.
To help with this plan, they brought former Freeverse CFO, Dino Decespedes, as their new Director of Publishing, on the heels of ngmoco’s purchase of Freeverse. Initially, he will be working with select developers by implementing proper business and marketing strategies, to go along with their app and game concepts.
In case you wonder, Appular helped promote such iPhone apps as NPR News, Finger Physics, Simplenote, Flick Fishing, and many more. And now they are interesting in hearing from developers with upcoming apps and games, and will evaluate possible partnerships on a case-by-case basis.
In other words, instead of asking for money upfront, Appular will act as a partner, taking risks alongside developers and publishers. I like how that sounds! 🙂