Google (GOOG) has been testing the sale of remnant ads in Chicago in the Sun-Times, filling ad space that did not receive demand from advertisers. That test has now been expanded to 50 newspapers.
The New York Times carried news of Google's latest adventure in print. The company has also tested placing ads in a couple of tech magazines, and tried to auction off space it had purchased in several other publications, but with minimal success.
That report noted how, if it succeeds in delivering profits to participating publishers like Gannett, Tribune, Hearst, The Washington Post, and The New York Times, those companies will be strengthened. But Google will gain even more, just as it has at the expense of those same publishers who have been hammered by relatively inexpensive, highly measurable web advertising.
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