According to Jon Fine at BusinessWeek, “Google is rolling out its most ambitious print advertising initiative yet, an online marketplace that will let advertisers place bids on space in more than 50 major newspapers across the U.S.”
Nat Ives at Ad Age thinks it might work:
With the participation of major papers from The New York Times to Gannett Co. titles, Google seems to have convinced publishers that the system really might deliver new advertisers without undercutting existing relationships and rates. EBay is making a similar assertion about its planned marketplace for TV spots. If the dot-coms prove their claims, new media may find itself playing the unusual role of lifeline for old media.