Google to start selling newspaper ads

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New York—Online search giant Google is launching a program that will allow businesses to click Google and buy ad space in The New York Times, The Washington Post and other newspapers, according to several reports.

Google will run a three-month test of the program, which is designed to make it easy for newspaper advertisers to come to Google, find a newspaper they want to advertise in, browse ad rates and buy an ad, according to The Washington Post. The Wall Street Journal reported that 50 newspapers will take part in the Google ad test.

Google is betting it will have better luck selling ads for newspapers than it has with selling them for magazines. Earlier this year, it started brokering ad sales for magazines, including Motor Trend and PC World, but the program has had limited success, according to the Post. Google has said it also wants to broker ads for radio and television.

—Matthew Schwartz

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