Google Extends Print Run

  |  November 7, 2006   |  Comments

The company stresses newspaper direct sales are not at risk.

In what it’s calling its first actual product release in the print arena, Google has begun testing an online marketplace to allow advertisers to place ads in print newspapers.

The system is similar to other Internet-based pricing models in that potential advertisers will set a price they are willing to pay for differing sizes of ads, while the newspapers will decide when and if there is space, according to Tom Phillips, director of print ads for Google.

“It’s adopting some of the name-your-own price model and adapting it for this marketplace,” says Phillips. “This system has more opportunities, turns the old model on its ear, and that’s appropriate for a new set of marketers. Instead of a model where the publishers set the price and the advertisers set the parameters... now the advertisers set the price and the publisher sets the timetable.”

Google has lined up just over 50 traditional newspapers and paper publishers to participate in what it’s calling an “alpha” release of the system, including The New York Times, The Washington Post, Gannett, The Seattle Times, The Philadelphia Enquirer, and The McClatchy Company. As of this week they are accepting bids from potential advertisers, but the company has no set date for a final release of the system, says Phillips.

“This is the first product that we’ve released. It’s an alpha product, but it’s the first time releasing a product. [But] it’s not complete, we’re going to learn from testing this,” he said. “The learning we do in this alpha will dictate when it’s released.”

Eventually the company intends to incorporate thousands of newspapers and advertisers, but believes a new model of selling advertisements online will not threaten the standard model of buying and selling newspaper ad space.

“The old model is still a viable model for the best and biggest advertising clients at the newspaper and it won’t change. It says I want guaranteed placement and the full page ad in a particular place in the paper,” says Phillips. “It’s the notion that we’re changing the whole model of buying, not to the exclusion of the old model, but making print media accessible to new advertisers. At the risk of narrowing too much, it’s appropriate for a Google type of online advertiser.”

The newspaper test extends a strategy Google began last year with the representation of ads in a number of magazines, including Hachette Filipacchi titles like Car and Driver and Ellegirl and Future Publishing titles like Pregnancy and Women's Health and Fitness.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Matthew G. Nelson

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Partnerships Senior Coordinator
      Partnerships Senior Coordinator (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for a Partnerships Senior Coordinator! Why join us? Our...
    • Assistant Product Listing Ads (PLA) Manager
      Assistant Product Listing Ads (PLA) Manager (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for an Assistant Product Listing Ads (PLA...
    • Marketing Technology Analyst
      Marketing Technology Analyst (Alfred Music) - Van NuysMarketing Technology Analyst DEFINITION Under the general/direct supervision of the head of...