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Journal Sentinel Experiments with Google’s Newspaper Advertising

Written on: Feb 14, 2007
Author: Sarah Novotny |
: Share; Journal Sentinel Experiments with Google’s Newspaper Advertising

Journal Sentinel Inc., which publishes the Milwaukee Journal Sentinel daily newspaper, has joined Google’s newspaper advertising program, giving Google’s online advertisers access to the paper’s unused ad space.

In November 2006, Google launched its newspaper advertising test program, signing on 50 papers around the US, including prominent New York-based papers and those published by major publishing groups like McClatchy and Gannett. The program lets papers sell unused inventory to Google AdWords online advertisers.

Google has been trying to expand its online advertising success to non-internet markets. The company has been having some trouble with its radio ad service, dMarc Broadcasting, which it purchased in early 2006. dMarc’s founders departed over the company’s lack of performance.

Google’s newspaper program “has the potential to elicit new business from small advertisers who might not have otherwise advertised in the Milwaukee Journal Sentinel,” said Journal Sentinel advertising VP Steven T. Broas in a statement. “We think it is a great way to introduce advertisers to our newspaper and print overall.”

Journal Sentinel Inc. is a subsidiary of Journal Communications, a hundred-year-old media company that operates print, broadcast and online outlets in the Milwaukee metro area and the upper Midwest.

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