sourceGoogle will start selling advertisements in major city newspapers this week, the company said today.
The Internet search giant will put ads up for sale on behalf of the publishers of the New York Times, the Washington Post, several Gannett and McClatchy newspapers, the Mercury News and others. More than 50 metropolitan daily newspapers and 100 advertisers, including online movie rental company Netflix and insurance provider eHealth, have signed up for the program, the company said.
Google's service, a three-month-long test, is the company's latest effort to expand the reach of its advertising business to offline media, including planned radio and television advertising programs.
``It's part of the general blurring we're experiencing between different types of media,'' said Colby Atwood, Seattle-based president of media research company Borrell and Associates. ``Everybody used to be in these constrained silos. Now you have newspapers doing TV newscasts on Web sites. You have TV stations offering directories on their Web sites. Everybody is getting into everybody else's business.''
For Google, the project could lead to a slice of the newspaper advertising industry's annual $49 billion in revenue. For newspapers, it means access to advertisers that have given up on print and migrated online, or to small businesses that have never advertised outside their local market.
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