Letter: Value Proposition Seems Unclear for Google Print Ads

Share this article:
I can't be the only one scratching his head over this new Google print experiment. In addition to the excellent points (problems) raised by Sara Holoubek ("Google Print Ads Raise Issues," Feb. 27) concerning this advertising model, I also wonder why any intelligent advertiser would even be willing to go through the hassle of a competitive bidding process for the right to pay more for an ad than they'd pay if they placed the ad themselves.


While the exact figures and statistics are sure to prove difficult to impossible to obtain from the parties involved, I've little doubt that such "space auctions" will quickly wipe out any supposed cost savings Google could have passed along to its advertisers resulting from its volume ad space purchases (unlike as is the case with the many publications who have been selling full pages to advertisers for years, who then offer up the space to smaller businesses who couldn't/wouldn't otherwise advertise in these publications).


In short, why bother? While it's great to see companies willing to test new models like this (and I hope it works out for them as I still prefer getting my news and information in print form), just what is Google's value proposition here?


Steve Morsa, Founder, Match Engine Marketing, Thousand Oaks, CA


steve@matchenginemarketing.com


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Opinions

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Opinions

App of the Week: Life Organizer

App of the Week: Life Organizer

Life Organizer aims to help users be as productive as possible.

Marketing GloBALLization

Marketing GloBALLization

The Yankees aren't the only team searching for talent overseas.

The Best Birthdays Are Multichannel

The Best Birthdays Are Multichannel

The "best" birthday greetings aren't always the ones with the biggest deals.

Copyright © 2014 Haymarket Media, Inc. All Rights Reserved
This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization.
Your use of this website constitutes acceptance of Haymarket Media's Privacy Policy and Terms & Conditions.