Google to trial selling newspaper ads in 50 titles

by Staff, Brand Republic 06-Nov-06, 08:35

NEW YORK - Google is going into the newspaper advertising business as it launches a service that will offer customers the chance to place ads in more than 50 titles in the US, including The New York Times and Washington Post.

It has launched a three-month trial programme of its Print Ads service where it will work with 100 existing advertisers of its Google AdWords programme.

If the trial is successful, Google plans to roll the service out to its tens of thousands of online advertising customers using its AdWords service, which could help replace the fast disappearing classified ad market.

Michael Mayzel spokesman for Google, said: "For advertisers, it gives them access to a network of newspapers through an online interface and the ability to potentially reach a new customer base."

The deal follows its move into radio in January when Google acquired Californian-based dMarc Broadcasting in a $1.2bn deal to bring radio advertising to AdWords.

The dMarc system allows advertisers to connect directly to radio stations through its automated ad platform, giving brand owners an easier way to track their campaigns. For broadcasters, dMarc automatically schedules and places ads, helping to increase revenue and decrease the costs associated with processing ads.

Google hopes the new service will put it in touch with a new group of advertisers like small businesses and online retailers. It is also another step towards Google's goal of being able to allow its advertisers to use one point of sale and distribution for any medium be it online, radio or print.

The launch of the newspaper ad service follows a trial it launched last year in magazines such as PC Magazine, which it expanded in February to include consumer titles such as Martha Stewart Living.

Google stressed that the newspaper advertising service is not an auction, like the magazine version, and the search giant is not buying and reselling ad space.

The service simply offers another outlet for advertisers using AdWords. They log in, select newspaper, check what is available and upload their artwork. As with the current situation, newspapers retain final control over what is and what is not published.

The deal is backed by a number of US newspaper publishers including Gannett, the Tribune Company, The New York Times Company, the Washington Post Company and Hearst. Between them, they publish titles such as the Boston Globe, Seattle Times, the Philadelphia Inquirer, Chicago Tribune and USA Today.

Tom Phillips, head of Google's print operations and the former publisher of Spy Magazine, told the New York Times: "Print adds value the internet doesn't have. It is a different browse-able reading medium."

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