Google's CEO Wants To Help Newspapers With Online Revenues

[engine]

Google Inc. Chief Executive Eric Schmidt said Wednesday that the Internet search leader hopes its recently acquired advertising service DoubleClick will aid newspapers as they struggle to corral more online revenue.

"It's a huge moral imperative to help here," Schmidt said during a question-and-answer session at an event hosted in San Francisco by Syracuse University's Newhouse School of Public Communications.

Without providing specifics about how it might be accomplished, Schmidt said DoubleClick's system for serving up online display ads could generate "significant" revenue online for newspapers.

Google's CEO Wants To Help Newspapers With Online Revenues [news.yahoo.com]

[Staffa]

"It's a huge moral imperative to help here,"

Trying to get back in the newspapers' good books after the court cases and fines ?

[pageoneresults]

Schmidt said DoubleClick's system for serving up online display ads could generate "significant" revenue online for newspapers.

Sure, plenty of revenue for the Newspaper's and little for the advertiser. I know, I am personally experiencing this right now with one client. He decided to throw a rather large sum into some newspaper advertising. Arrrggghhh! The newspaper has sent him a report on the number of impressions and click throughs. It is not even close to what Google Analytics reports. In fact, the numbers from the newspaper are overly inflated. And, when I review the statistics for those referrers that came from the newspaper, 50% of them have 0:00 time on site.

My recommendation to clients right now? Don't do it. Take your money and invest it elsewhere until that whole system is revamped and can provide accurate reporting and some ROI. I've had this happen to more than a few clients. Your printed ad in the Sunday edition is going to have more ROI than your online ad.

Get this, the client is sitting there at the Newspaper site trying to get their ad to show in the mix. Out of 85,000 impressions, there were less than 40 click throughs. I don't think he would have seen his ad anytime soon while refreshing.

Newspaper Advertising
But the statistics are not even close...
[webmasterworld.com...]