Google Wades Into Print Waters Again

Undeterred by tepid results from its first foray into print ads, Google is ramping up a more ambitious effort to bring its laser-targeted ad system into old-school media.

Unlike the first test, which was conducted last year mostly with magazines and drew lukewarm interest from advertisers, Google this time is focusing squarely on the struggling newspaper market. Advertisers will log onto Google’s self-service system to upload creative, build a media plan and bid for placement. Over 50 papers, including The New York Times and Washington Post, and about 100 advertisers are participating in the initiative, set to begin this month.

To lure newspapers leery of Google’s growing power, the company is giving them total control over the ads that run.