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The Newspaper And Google

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Google’s having a slow time making inroads into the print ad space, but the announcement of their deal with 50 major newspapers is certainly a big push forward.

Call it disruptive to say so, but when ad placements can be bought in an automated auction run by a third party, a significant portion of today’s print ad salespeople had better start brushing up their resumes.

If the auction model does catch hold in print advertising, it’ll offer unprecedented efficiencies. It will also change the way these businesses think about ad sales.

If ads show ROI, they sell themselves, for exactly what they’re worth. Under perfect marketplace conditions, etc.

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Andrew Goodman is Principal of Page Zero Media, a marketing consultancy which focuses on maximizing clients’ paid search marketing campaigns.

In 1999 Andrew co-founded Traffick.com, an acclaimed “guide to portals” which foresaw the rise of trends such as paid search and semantic analysis.

The Newspaper And Google
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