By: E&P Staff Google is testing the waters as a middleman for newspaper advertising in a beta service called Google Publication Ads. Google confirmed on Friday that it is considering placing ads in two Chicago newspapers.
The company has already dipped into media buying services by placing print ads in magazines such as PC Magazine, Maximum PC and, most recently,
Budget Living. However, this would be a first for newspapers.
"Advertisers and publishers reacted favorably to the initial test," a Google representative told E&P's sister publication
Adweek. "We're continuing to explore ways to experiment with ads in print media."
Advertisers participating in the test can target ads based on keywords, demographics, and circulation figures, according to a Google Web page describing the program. Ads can include text and images. The appropriate newspaper and will bill the user.
Google executives told Adweek that its AdWords auction system, which currently allows advertisers to run search and graphical display ads, could be expanded to offline media, including TV.
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