According to the WSJ:
Google Inc. this week plans to let businesses start
buying ads in more than 50 daily newspapers through its Web site, a
move that ratchets up the Internet company’s efforts to broker
advertising in offline media.
Under the three-month test effort, a group of more than 100 Google
advertisers will be able to place bids for space in newspapers
including the New York Times, Washington Post, Boston Globe and
Philadelphia Inquirer. The move is designed to make it easy for the
hundreds of thousands of companies already buying online ads through
Google’s system to begin or increase spending on print ads, a prospect
hailed by newspaper executives as a new revenue opportunity at a
challenging time for the industry. The newspaper industry’s struggle
with reader defection and rising competition for ads from the Web and
other media has recently worsened, underscored by the latest round of
mixed earnings results and broadly lower circulation numbers.