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BizReport : Trends & Ideas archives : November 06, 2006

Google Advertising in Newspapers

In a different move, it looks like Google will begin advertising in newspapers. The search giant and about 50 newspapers are launching a test program that will place ads that Google cannot find room for online in newspapers.

by Kristina Knight

Advertisers can select specific newspapers as well as specific newspaper sections for the ads. Newspapers determine pricing and can also reject ads. "This is money that our advertisers would spend with us if we had the online inventory for them to spend it on," according to Tom Phillips, Google's director of print advertising (via MarketingVOX).

According to the Chicago Tribune, one of the test papers, the program launches this week. Google’s overflow display ads will be redirected to print. The test runs through February, during which time Google won’t take any revenue from the ads. If the program continues past February 2007, they will begin taking revenue.

The hope is that the project will move advertisers established in newspapers to add online, auction-based marketing to improve their advertising reach. It could also attract new advertisers either afraid of the online realm or simply unfamiliar with the medium.

In addition to the Chicago Tribune, the New York Times, the Washington Post, Boston Globe, Seattle Times and the Philadelphia Inquirer are among the 50 papers participating in the test phase.

Tags: Google, online marketers, online marketing

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