Google ads hitting newspapers

For search engine afficianandos this is old news. But for those who hadn’t already heard, Google has now formally partnered with Chicago’s Sun-Times newspaper to trial a new print advertising scheme.

Under the deal, Google is currently filling what’s known as “unsold inventory” in the Sun-Times — essentially ad spots in the newspaper that the Sun-Times was unable to sell. Traditionally, unsold inventory received two treatments” it was either sold at “distress” rates to advertisers (a great ad deal if you could get it), or it was used for “house” ads (inhouse ads used for promoting sister publications, subscription offers, special in-house competitions etc).

Under the new trial Google fills those spots with its own classifieds-like ads. True to its core philosophy, the Google newspaper ads are are meant to run close to relevant associated content (ie, car ads in the driving section, cosmetic beautician ads in the paper’s health and fitness section etc).

So the big question is, do the newspaper ads work well? The jury is largely out. Google has refrained from meaningful comments and so far there is only unsubstantiated data from a few advertisers. As far as I know, the Sun-Times is the only US newspaper to have signed up to the trial scheme.