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BizReport : Trends & Ideas archives : December 29, 2006

Google: Newspaper Program Expanding

100 advertisers and 60 newspapers aren't enough according to Google. The online giant is looking to expand their advertising test program in the new year.

by Kristina Knight

According to Google, their test phase of advertising in newspapers has gone so well they are going to expand the program.

"The volume [of ads sold] is tripling where we thought it would be," said Tom Phillips, director of print ads at Google (via the Washington Post). "I think we'll have real impact next year. . (when) we open the medium to a whole new class of advertisers."

Back in November Google began placing advertisements in newspapers as a test program to relieve them of excess advertisements.

The program allows advertisers to bid on ads placed within a newspaper section while online. Instead of traditional newspaper buyers, both small and large businesses are able to take advantage of the service.

In a similar test, Google began using began selling ads on several radio stations throughout the United States with some success. Their try at moving into ad sales for magazines hasn’t seen success. Google also has its eye on television ad space.

During the test phase, which ends in January, Google is not taking a commission from the ad sales. However, that could change when the program leaves the test phase.

Tags: Google, newspaper advertising, online advertising, online marketing

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