Google Expands Test of Ad Sales With Newspapers

By: Google is expanding a test program that lets online advertisers buy ad space in newspapers, as the publishing industry struggles to offset business that has moved to the Internet.

Google launched an initial test of Print Ads in November, connecting about 100 advertisers with 50 newspapers. Late Tuesday, the Mountain View company said it will open the program to the "hundreds of thousands" of U.S. advertisers and agencies that use its online ad platform, AdWords.

Newspaper publishers including Hearst, the New York Times Co. and E.W. Scripps, cautiously optimistic about early results, have increased the number of daily newspapers involved in the test to 225.

"We did see some new advertisers come in through the original test," said Gannett spokeswoman Tara Connell. "Now we really need to see whether there really, really are advertisers (that are) going to jump in here and bring us new business."

The self-serve, Web-based program is designed to draw companies with little or no experience with print advertising.


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