BW does a good bit of investgation, and finds out about the details and effectiveness of Google’s print advertising experiment (where Google buys print ad pages in magazines and resells part of the page to various small advertisers). Google Publication Ads, as the program is know, is expanding the trial from four publications to scores of them, likely to include both niche and general interest titles.
But as BW finds out, advertisers haven’t warmed to the program so far. Only one of 10 advertisers interviewed by BW said their print ad performed well enough to recoup the money it cost. And eight of the 10 were unhappy enough with the results that they say they’re unlikely to do further print advertising with Google.
The lackluster results came despite deep discounts in magazine ad rates. Some ad pages were sold by Google for as little as one-quarter of the listed ad rates at these magazines…It raises the question: If most marketers are reluctant to re-up, despite Google and the magazines forgoing profits, can this endeavor become a moneymaker for all the parties involved?
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