在网络广告上获得了巨大成功的Google公司，现在开始在印刷品上开展它的广告业务了，该公司在一些杂志上购买广告版面，然后把它的6个网络广告客户的广告做到了杂志上。Google的这个运作模式有点像遭到大多数出版商抵制的广告经纪人的做法。虽然这还只是一个尝试，但公司指出他们已经预计到快速增长的网络广告业务将延伸到其他的媒体形式，旁观者则认为这是它们延伸的第一步。

有些客户接受Google的做法，而有些则不能接受，因为它们不能容忍在很小的一块地方放上自己公司的广告，虽然这样做的费用比同等杂志直接承接的业务要低得多。

同样，一些出版商能够接受Google的做法，如PC Magazine和Maximum PC，也有一些出版商坚决抵制，以免自己失去对广告价格的控制力。

同时，Google公司认为，传统媒体最终也将仿效搜索引擎公司的拍卖模式——按照浏览次数来计费的方式来出售自己的广告。

By SAUL HANSELL

Published: September 1, 2005

Google, which built a lucrative business in online advertising, has found a new medium for its ad sales: print.

The company is buying ad space in magazines and filling it with half a dozen ads from clients of its vast online system.

The first incarnation of Google's program resembles an old-fashioned business known as ad brokering, which has largely been shunned by major publishers.

Google said yesterday that the program was a test and declined to elaborate. But its executives have indicated that they see their rapidly growing online advertising business extending to other media forms. And some marketers see this as a first step.

"This is probably a test of whether advertisers are willing to see Google as a place to get all kinds of advertisements rather than just online," said Kevin Lee, the chief executive of did-it.com, a search marketing firm.

Google is buying ad space in several specialized publications, including PC Magazine and Maximum PC.

For now, Google is charging advertisers a fixed fee to be included in the print positions, but some in the industry predict that it may ultimately experiment with auctioning off space and perhaps set rates based on the number of responses to an ad, as measured by calls to a certain phone number or visits to a Web site.

Jason Young, the president of Internet and consumer technology publications for Ziff-Davis, the publisher of PC Magazine, said the program allowed the magazine to sell ads to smaller businesses than it could reach before.

"We're thrilled for PC Magazine in print to be presented to Google's fantastic base of hundreds of thousands of smaller advertisers," he said.

Nicholas Longo, the chief executive of CoffeeCup Software, said a phone solicitation from Google led him to purchase an ad for placement in PC Magazine. CoffeeCup, which makes Web design software and offers a service to help Web sites secure listings in search engines, is a heavy user of Google's advertising, but has not spent much on magazine advertising in the past.

He said he jumped at Google's offer because his ad for SubmitFire would be on a page identified as having been placed by Google.

"It's almost like Coca-Cola calling and saying they want to put you on the back of the bottle," he said.

Moreover, he said Google offered an ad rate far less than PC Magazine would have charged for the same space.

He would not specify the rate, but PC Magazine's official rate card lists the charge for a full-page ad as $72,497. It will not sell a four-color ad smaller than a third of a page, for which it charges $32,989. (Many magazines discount substantially from their rate cards.)

Other magazine companies avoid advertising brokers, specifically so they can control their own pricing structures.

Richard Beckman, the president of the Condé Nast media group, said the company wanted to sell advertisements directly to its clients. "Why would we allow them to be resold?" he said.

Google executives have said that they believe traditional media will ultimately emulate search engines by using an auction structure to sell ads.

Mr. Young, however, said he expected print ad rates to continue to be based on a fee per 1,000 readers, a measure known as C.P.M.

"The print world is a C.P.M. world and will stay that way for the foreseeable future," he said.

Google is already expanding to include cost-per-thousand advertising online. This is a sharp contrast to its main sales plan, which charges advertisers only when a consumer clicks on one of its ads, typically consisting of a dozen or so words of text. Its new plan allows users to place text or graphic advertising on certain sites. This plan, however, is still an auction, allowing advertisers to bid a set amount for each thousand ads shown rather than a set amount per click.

Mr. Lee said he believed Google might evolve nonetheless to create such an auction for traditional types of media.

"The real power of Google lies in its yield-managed auction," he said. "It can be a very efficient way for a publisher to sell space."

Mr. Lee said that traditional advertisers had resisted auctions, preferring a more orderly media buying process built around annual budgets.

"The marketer may have to compete for something that wasn't competitive before," he said.

Mr. Beckman of Condé Nast said he feared that such an auction would drive down the price of magazine advertising.

"If you start selling an advertisement at a price that is not healthy for your profit margins, you can never really recover," he said