When it first came out that Google was experimenting with selling ads in print publications, we wondered what real advantage they had. Google's success with ads online generally could be broken down into three elements: (1) the ease of buying ads (2) the relevance of the ads as someone was searching and (3) the ability to click through to what you were looking for immediately. With the print advertising, they might be able to leverage some of the first part, but neither of the other two really applied. While at least one advertiser was willing to pay a premium just to be "associated with Google," that seemed like a pretty small opportunity. In fact, a report found that most of the advertisers who participated didn't find it worthwhile. It's now been a few months, and Google has tried to expand the program somewhat, but apparently advertisers still find it disappointing, and there weren't that many interested advertisers in the first place. This doesn't mean Google won't figure out some way to revolutionize the market eventually -- but the early efforts don't seem to be exciting very many advertisers.
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