Print Is Dead. @Google.

Google is backing away from its ambitious foray into the newspaper industry’s sandbox.
According to The Wall Street Journal, Google will shutter its Print Ads program on Feb. 28. Google’s service let marketers buy print advertising in more than 800 U.S. newspapers.

Google started the high-profile Print Ad program in 2006 as a way to diversify its business. The system was modeled after its popular search-ad system, allowing advertisers to bid online for space in an auction; the winning advertiser paid Google, which shared the revenue with the publisher.
At the time, the program got a cool reception from potential newspaper partners, who saw it as reflecting a desire by Google to encroach on the newspaper business.
For many of the newspapers participating in Print Ads, the program was an experiment, and a way to burnish their new-media credentials. Few of the participants allocated much of the ad space in their newspapers for Google to sell, and the total revenue for most publishers was small.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.