Saul Hansell reports in The Times on Google’s test of a new advertising sales marketplace for newspapers.
Is it a good idea? Of course, it is. It is an idea the newspaper industry should have taken on itself 10, no 20 ago. It’s not just about the internet. It’s about finding ways to serve small local advertisers with self-serve sales and new locally focused products. It’s also about finding ways to bring together newspapers into national networks that can sell demographically targeted ads to new marketers. Oh, the industry tried with the doomed New Century Network but it failed because newspaper people are used to working in monopolies; they are not used to thinking like their customers or working together. And that is a major reason they are now in free fall. It’s not the internet’s fault. It’s their fault.
And turning over ad sales to Google — strengthening Google over their own brands, as Hansell’s story points out — only reveals the bankruptcy of their own strategies and soon businesses. Oh, if I were running a newspaper (fat chance), I’d probably sign on, too, because there’s little time and less choice. But it is only an indication of what Google can do and newspapers can’t.