The three-month test version of Google Print Ads starts this week and participating papers include the New York Times, Washington Post, and The Boston Globe. Around 100 advertisers, including the Netflix movie rental concern, luggage vendor eBags, and insurance broker eHealth, have already started buying ads through the new system.
It will almost certainly be in the best interests of newspapers for the trial to prove successful, as Google wants to eventually extend the marketplace to all of its online advertising customers. As of next year, newspapers could tap into a whole new arena of hundreds of thousands advertisers as the system is also made available outside the United States.
Google will add a "newspaper advertising" tab on its AdWords online portal, where businesses already bid on certain search terms to direct users to their websites.