Google Ads in Print

My good friend Saar forwarded me this link today:
http://services.google.com/marketing/links/aw-print-pub-ads/

Looks like Google has finally launched its long awaited move into the print advertising space. They have a pretty interesting list of publications signed up for the test. One problem that I saw, there is no way to know how much to bid for each magazine...so this isn't going to help non-traditional advertisers in any way. Also, I'm not sure there is enough demand for the auction model to work here.

Your comments are appreciated as always.