Apparently, Google still hasn't given up on extending its advertising network to offline media. Last year, the company launched, to much hype, a plan to auction and distribute ads across magazines. But, it didn't take too long before the company and participating advertisers realized that it wasn't working out and wasn't worth it. It's trying again, this time with newspapers. Partnering with several major newspapers, it's launching a three-month trial to auction off unsold ad space over the internet. The thinking is that there's still billions in ad spending across newspapers, and that if the company can make that process more efficient, then it can get a slice of it. But what strength does Google have in this area? It sounds like the only thing the company brings to the table is a website for automating these sales, but that should be pretty easy to set up. Perhaps the company is just looking at the plan as a way to ally itself with newspapers, with whom its relationship has been testy. And of course the company, to its credit, tries out a lot of things just to see what sticks. So if it fails, it shouldn't be much of a blow.
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