Google's Print Ads begets positive response

Posted by Jean Yves Chainon on March 13, 2007 at 1:59 PM

It seems that Google’s Print Ads program, which lets advertisers bid into papers’ unsold space, has been working for newspapers, as seem to confirm the New York Times’ and Seattle Times’ revenues.

In November, Google’s trial phase involved over 100 advertisers and 50 daily newspapers.

"We were really hoping to generate incremental revenue from an advertiser base that we don't usually get revenue from," says Denise Warren, senior VP-chief advertising officer, New York Times Media Group. "And it's worked."

"After the test, we think that it's a viable new channel that meets the specific needs of certain advertisers who probably would not otherwise give our products a try, just because they're either out of market or they don't tend to use newspapers," says Mike Lemke, senior VP-sales and marketing for The Seattle Times.

According to AdAge, the trial phase already brought a six-figure incremental ad revenue for the Seattle Times.

Google plans on launching into the beta phased of Print Ads this spring.

If Google’s ad program remains successful with radio and newspapers, there is little doubt the search engine giant will explore the possibilities of the TV market.

Source: AdAge via Los Angeles Times News Alert