Google launched Print Ads in November of 2006. The company initially allowed a smaller group of advertisers to purchase offline ad space with 50 different newspaper publishers. Google has grown the service by increasing newspapers, upgrading the billing system and as of now making the program available to all AdWords users in tab form on the AdWords system.
Users will have the ability to pick sections of a newspaper, as well as a day of the week they would like the ad to appear. This effort is to hopefully lend legitimacy to online business and increase response rates by embracing offline advertising.
Head of sales strategy for Google print advertising Spencer Spinnell said, “Newspaper is really an excellent way to validate a business that may have been built online.”
The offline advertising efforts by Google have definitely shown up on the radar of Yahoo, who has been attempting to get into many of the same branches of traditional advertising. Yahoo currently has a newspaper association which includes Hearst, Cox Enterprises, E.W. Scripps, Belo, and the Journal Register as well as others.