Google tests advertising program

Google tests advertising program

Google is testing a new program that would allow its customers to advertise in newspapers across the country.

Google's giving back, or at least sharing the wealth with all those newspapers it's been stealing business from over the past few years, testing a new program that lets its hundreds of thousands of customers advertising on its website, like Netflix and eHealth, and also buy ads in publications from the New York Times to the San Jose Mercury News.

Google will act as a kind of middle-man, helping its customers not only bid on keywords for their net advertising, but also letting them bid on open newspaper space.  Taking a small commission for every print ad it sells.

Although newspaper advertising has been plunging in recent years, while Google's advertising revenue has been exploding, print ads are still a $19 billion market by offering print ads too, Google may attract a number of advertisers who might not have otherwise considered an online strategy.

"Advertisers are looking for a way to market their messages, not just on the internet, but obviously everywhere," said Mark Mahaney of Citigroup. "This will be one of the first times that Google gives them the opportunity to do that."

And come up with a new way to make money where it didn't exist before.