NEW YORK: Google Inc. is planning to tap some 50 major newspapers to sell advertisements in a bid to find out whether it can extend its reach on online media to offline media too.
The search company said it has asked some 100 advertisers already buying ads through its web marketing system to join a three-month trial of what it called a Print Ads service, facilitating placement of ads in daily papers. Two of the major newspapers participating in the three-month program are the New York Times and Washington Post.
Google said if the trial is successful, it may extend the program to several thousands of its online advertising customers, which in turn will offer a new sales channel for newspapers.
A Google spokesperson said the plan gives advertises access to several newspaper publications through an online interface.
Unlike its existing scheme for online publications, Google will not be auctioning the space. Instead, prospective advertisers will be able to log into Google AdWords system and select newspapers and available advertising space and days on which the space is available and then bid. Newspapers will have the right to accept or reject the bids and also control the finances.
In the experimental phase, the advertisements will appear in 50 metropolitan newspapers. Besides, New York Times and Washington Post, the other newspapers among those included in the pilot are Boston Globe, Seattle Times, the Philadelphia Inquirer and Chicago Tribune.
Google had a similar program a year ago, when it started selling advertising space in some magazines. But this did not take off because of want of response.
Google has made its presence in the visual advertising field with its click-to-play video ads displayed on websites. It has plans to start testing its Google Audio Ads meant for radio stations.
While Google will offer the service to advertisers intending to place advertisements in print publications free during the trial period, it said it intends to collect a commission.
Sources in the newspaper industry welcomed the proposal. The industry is at present reeling under a loss of readers and advertisers and the new system many offer scope for pushing up advertising revenue. The program will fit small businesses and those in far-flung locations that cannot be easily serviced by local papers. In the past, several newspapers have tried ways to encourage standby advertisers willing to fill unused space at a discount.
