March 24, 2006 Comments
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Andy Beal links to an article in Business Week that talks about how Google's attempt at auctioning excess print ad inventory didn't quite spur as much of a deal as they thought it might. It wasn't but a month or so ago that Google bought up some excess inventory in magazines like Martha Stewart Living, Entrepreneur and Road & Track and offered it up in an auction system to Google advertisers.
The first problem Google ran into was a lack of interest in the ads. Google was forced to extend the auctions several days in order to have time to lure more bidders to the game. Even then, prices didn't quite match Google's expectations.
From the article:
The tepid demand became evident in some of the winning bids, which were recognized earlier this month. Nicholas Longo, CEO of CoffeeCup Software, which makes tools for creating Web sites, wound up paying just $4,000 for each of three half-page ads in Martha Stewart Living. It was a long shot: The magazine's rate card pegs the price of a half-page ad at more than $59,000. Neither Google nor Martha Stewart Living would say what Google originally paid for the space, but it didn't get a similar discount.
The article also mentions that Google previous foray into print ads late last year resulted in 80% of the advertisers stating that they wouldn't buy print ads through Google again.
Jennifer Laycock is the Editor of Search Engine Guide, an educational web site aimed at translating the search marketing world into something that small business owners can understand. Jennifer specializes in common sense search engine marketing, viral marketing and customer outreach via social media and blogs. A former search marketing consultant and in-house trainer, Jennifer’s clients have included companies like Verizon, American Greetings and Highlights for Children. Her primary clients now are a little girl named Elnora and a little boy named Emmitt.
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