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Google Print Ads Test Auction Format

 9:02 pm on Feb 8, 2006 (gmt 0)

Earlier stories:


...been running tests of ads in a limited number of print publications. Now, we're excited to test an auction of ad space in select magazines.

In this test, the control is in your hands: you choose the ad size, set your price, and decide how you'd like to use the space. There's no risk to you & you pay only if you win the auction.



 9:28 pm on Feb 8, 2006 (gmt 0)

My bid is in, but I have no clue if it is even within an order of magnitude of what is should be...?

Is there a place to find standard prices, I imagine if there is a middleman like google it can only cost more or what is the benefit for such a magazine, just opening it up to the masses?


 9:49 pm on Feb 8, 2006 (gmt 0)

You can visit the magazine's website, look for the advertising section and check out their media kit/advertising kit to get an idea of what the going rate is for each magazine.

I'd be interested to know if Google is buying the space outright or if they are working a revenue share deal with each publication.


 10:57 pm on Feb 8, 2006 (gmt 0)

I checked out the rates on Elle Magazine - easily done by searching "Ellegirl rates" and 1/2 page ad rates begin at $21k.


 11:13 pm on Feb 8, 2006 (gmt 0)

Car and Driver mag rate example: $94k for a half page ad.

Hmmm my bid might have been a bit too low for the mag I bid to be in!


 11:23 pm on Feb 8, 2006 (gmt 0)

You might be surprised.

I used to pay 100 for a full page ad in a mag where the full page ad normally cost 5000 (rate card rate).

The deal was I would advertise any month with no notice if they had a page to fill and couldn't sell it to anyone else. My ad copy was with them on file.

I advertised every month at my special rate. It was great for me and good businessfor the mag too (better my ad than an empty seat).


 12:44 am on Feb 9, 2006 (gmt 0)

too bad they dont have any travel mags as yet...

Anyone know if this inventory is due to a Google aquisition or deals they are cutting?


 3:12 pm on Feb 9, 2006 (gmt 0)

Does anyone know if these ads are for 4-color, 2-color or B&W? Huge difference on the rate cards for each type.


 4:02 pm on Feb 9, 2006 (gmt 0)

I still fail to see any logic in this whatsoever and can only dismiss the entire thing as an elaborate marketing gimmick.



 4:27 pm on Feb 9, 2006 (gmt 0)

If it is a revenue share deal (I'm certain it must be.), then the logic is the same as Adsense.

The publisher sacrifices space in it's publication to an ad broker with the ability to fill that space. The publisher always has extra space, so if they can fill it with no sales expense on their part, then that revenue is gained at a higher margin than the "normal" ads.

Every magazine with a classifieds/marketplace type section in the back considers that section to be a headache. It's a pain to sell and a pain to layout. Google is going to do both for them.


 5:00 pm on Feb 9, 2006 (gmt 0)

Way too time consuming and intensive, surely. Google as a space buying agency? I just don't see it. Publishers revenue sharing when revenues are hard enough to come by - based on the premise that publishers have spare capacity - I just don't see that either.

Oh, and those classified pages generally have a higher page yield than display advertising...

Syzygy - the Luddite :-)


 9:48 pm on Feb 9, 2006 (gmt 0)

In the past, I've checked magazines' ad rates by viewing listings on their websites. Some of them have .PDF's you can print.

I'm just wondering exactly how wealthy some folks are going to get as a result!


 4:15 pm on Feb 10, 2006 (gmt 0)

I advertise all the time and yes I agree, this entire thing makes no sense, seems a way to get the Google name on the news. I know how this industry works and this is just a joke. You do not do it this way, you at least need to know a few things. Really, they can't be serious here. Another reason why I think this stock is overvalued by a whole lot.

Google should be ashamed of itself putting out a new service this shotty and "dumb".



 7:43 pm on Feb 10, 2006 (gmt 0)

Google as a space buying agency? I just don't see it.

What's Adsense?

based on the premise that publishers have spare capacity

Editors are always sweating to get enough content to fill the space left over after all the ad space is sold.


 8:54 pm on Feb 10, 2006 (gmt 0)

Interesting, isn't it? Classified ads online and classifieds in print. Their functions are identical, but the way they are created - and brought to market, presently - is physically so different.

Now, if G were to automate in someway the entire copychasing, ad/page layout functions & payment structures, thus saving publishers vast amounts of money, whilst being able to offer the publishers & clients - by return - metrics on ad response & effectiveness. This may be of interest to some ;-)

Indeed, think what G would be able to do with all the data/metrics it gathered in the 'real world', as well as in its online realms. One, in the future, would have to be reminded that G, by then controlling vast amounts of public data on a global basis than it does now, used to be 'just' a search engine...

Editors are always sweating to get enough content to fill the space left over after all the ad space is sold.

Only if you're useless as an editor and the ad sales teams are ineffective...


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