Internet advertising giant Google is one of many companies being blamed for the decline of newspapers in recent years: the once essential print publications are struggling to cope with the impact of the Internet as their readers—and advertisers—take their eyeballs and dollars to online media.
In an interesting move, Google may be trying to extend its top-tier position in online advertising back into print media: this weekend, Google offered over 100 advertisers already using its online marketing systems the opportunity to take part in a three-month test of a new service called Google Print Ads. Through the service, businesses which advertise with Google can also purchase print ads in daily papers—and publications on board for the trail include the prestigious Washington Post and The New York Times.
If successful, the program would offer online advertisers a way to reach the print newspaper audience and (potentially) new customers; similarly, languishing newspapers may find Google’s program injects revenue into their advertising sales.
Google Print Ads isn’t the first time Google has ventured outside of online media: last year, Google conducted a test whereby advertisers could bid for print advertising in a small selection of print magazines. Early in 2006, Google acquired radio ad firm dMarc with the explicit intent of integrating its automated radio ad system into Google’s AdWords system.
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