November 7, 2006 at 17:10Google will start advertising in newspapers
American newspapers will work with Google as a seller of advertising space. The Internet giant is preparing to launch the Print Ads service, which aims to become a bridge between print media and advertisers with an interest in reaching offline audiences. They are going to check the effectiveness of the service within three months, after which they will decide whether to be a service or not. It is known that already more than 100 customers of the company have received an offer to use Print Ads, and among the publications 50 newspapers have wished to join the project, including the influential The New York Times and The Washington Post.
According to KommersantSome experts consider the initiative of Google an act of goodwill towards the traditional press, since the rapid development of advertising on the Web provokes a certain outflow of advertising dollars offline. In addition, they call this proposal very reasonable from an economic point of view: selling advertising space over the Internet in newspapers will significantly speed up this process and reduce costs.
Recall that experiments with attracting customers to print advertising Google began last year - however, this scheme was tested on IT-magazines (PC Magazine, Maximum PC). Then the observers noted that the company, among other things, wants to look more attractive, operating with something more than simple text links on the Internet. But their main point was the idea of becoming a universal "store" for the sale of advertising - it doesn’t matter, online or offline. In their opinion, Google showed that for a business in this area it is not necessary to be included, for example, in the affairs of publishers - interest in one or another type of placement is converted to the result automatically. But the mechanism works, of course, if there is an advertiser base as vast as Google’s.
It is also worth noting that the number of customers buying print ads is likely to be small, and the reason for this is its relatively high price. However, it will be known for certain at the beginning of next year - the alpha version of the service will be released only in January 2007. According to Searchengines.Ru, the service will be part of Google’s long-term ambition to expand its advertising platform to a media environment that includes radio and television.
According to KommersantSome experts consider the initiative of Google an act of goodwill towards the traditional press, since the rapid development of advertising on the Web provokes a certain outflow of advertising dollars offline. In addition, they call this proposal very reasonable from an economic point of view: selling advertising space over the Internet in newspapers will significantly speed up this process and reduce costs.
Recall that experiments with attracting customers to print advertising Google began last year - however, this scheme was tested on IT-magazines (PC Magazine, Maximum PC). Then the observers noted that the company, among other things, wants to look more attractive, operating with something more than simple text links on the Internet. But their main point was the idea of becoming a universal "store" for the sale of advertising - it doesn’t matter, online or offline. In their opinion, Google showed that for a business in this area it is not necessary to be included, for example, in the affairs of publishers - interest in one or another type of placement is converted to the result automatically. But the mechanism works, of course, if there is an advertiser base as vast as Google’s.
It is also worth noting that the number of customers buying print ads is likely to be small, and the reason for this is its relatively high price. However, it will be known for certain at the beginning of next year - the alpha version of the service will be released only in January 2007. According to Searchengines.Ru, the service will be part of Google’s long-term ambition to expand its advertising platform to a media environment that includes radio and television.