Google auctions print ads

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Mountain View, Calif.—Search leader Google is delving a little deeper into print advertising with online auctions it is now holding to sell print ads in 27 magazines in three categories: automotive, lifestyle and technology.

The company originally began to dabble in print advertising with its test last year selling ads in Budget Living and Maximum PC. Those ads were sold directly to advertisers. Under the new program, advertisers with a Google AdWords account can go online and bid on full-, half- and quarter-page ads, similar to the process for bidding on keywords.

"The purpose of this test is to assess the demand AdWords advertisers have for ad space in premium print publications," Google said in a FAQ on its site regarding the test. Among the magazines involved are Entrepreneur, InfoWorld and PC World.

—Carol Krol

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