CoffeeCup Drinks Print Ads On Google’s Tab
The search advertising company’s attempt at auctioning off space in a number of magazines largely failed to deliver significant returns to Google.
That’s a nice discount Nick Longo, CoffeeCup’s CEO, received according to a BusinessWeek report. Google purchased ad space in some two dozen magazines for its print auction test. The experiment apparently was just one to test out the process, and although Google probably paid full price for the ad space in its participating magazines, the company can afford it.
One Google insider confirmed in the article that Google dipped its toe into the murky waters of print advertising just to see how hot or cold it might be:
Success at print advertising looks elusive for Google, the dominant force in online advertising today. The article noted how a $3,000 ad in Budget Living magazine yielded only $181.37 in sales for BluePenguin Software’s anti-spyware product.
(A helpful hint for advertisers: if you advertise a fee-based product in a magazine titled Budget Living, and free options like LavaSoft’s AdAware Personal and Microsoft’s Windows Defender exist, don’t be surprised if budget-minded readers pass over your product for a free one.)
Give Google credit for making the attempt. While the print auction will likely draw the same sort of criticism as the recent beta launch of its Finance product did, those naysayers should heed the words of Theodore Roosevelt:
David Utter is a staff writer for WebProNews covering technology and business.