Google to Further Traditional, Online Media Meld in 2007
Google is kickstarting its joint venture with traditional print newspapers through a new ad program. After a two-month test that included 100 advertisers and 66 newspapers, Google has affirmed that the program will be launched. The partnership will allow advertisers to bid on ad space within print newspapers that has yet to be sold. Instead of newspapers losing the potential revenue, this program would counter ad space openings.
Although several newspaper professionals are pessimistic about the mixing of traditional print and online outlets other newspapers like the Chicago tribune have assessed an increase since their partnership with Google. Meanwhile, other outlets have reported no increase at all.
Todd Haskell, vice president of business development at the New York Times Co., was optimistic in a statement to SDA Asia Magazine, saying, “We think it’s a wonderful way to introduce advertisers to the New York Times and print overall.”
In the meantime, Yahoo has also ventured into traditional media collaboration with its search, graphical, and classified ad partnership with over 150 newspapers in the US, which has been underway since November 2006.
As for the the US online advertising market itself, it is expected to grow $12.4 billion by the year 2010, up from $3.4 in 2006, according to Bank of America. Other sources, such as the Kelsey Group, estimate that 35 percent of all online searches are local, and will soar overall from 20 billion to 30 billion searches by the year 2009.
Reader Comments.
Could you clarify the Kelsey group’s estimates? Does the 20 billion searches pertain to the year of 2006? Is this figure for local searches only, or the number of searches as a whole?
How does a newspaper sign up to Google’s new ad program for traditional print newspapers? It’s not adsense or adwords.
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