Google's Next Conquest: Print
In the wake of all the mergers and acquisitions - an announcement today makes it likely that Microsoft and Yahoo! will strike a deal, while word is spreading that Tribune Co. wants to offload Newsday - one has to keep Google in mind.
Yes, Google just officially completed its $3.1 billion purchase of online ad service DoubleClick. And yes, Google also wants to buy up the so-called "white space spectrum," once the TV airwaves make the switch to digital - the company wants to build a massive Wi-Fi network to make Internet access ubiquitous.
But to me, the most interesting new foray for Google isn't invisible space between television channels or even the rumored Gphone/ Andriod platform. It's Google's Print Ads service.
The service isn't exactly new. Tech folks were talking about Google's move into print back in 2005 and wondering then what it might mean for the already compromised classified ads world. (If you want a PDF of every newspaper participating in Google Print Ads - along with each paper's reported circulation and reach - click here.)
But a full-page announcement in this week's Advertising Age made me take notice again. Look below - and notice that 2D barcode.
A few weeks ago, I wrote about how I thought print publications might harness 2D barcodes, or QR codes, to complement their online products. In a sense, publishers could hide information in print that would be revealed online, creating a perfect print-digital synergy. I also explained how this technology could be used to sell advertising or for marketing campaigns.
It doesn't surprise me one bit that Google has moved into print and is essentially acting as a broker to hundreds of newspapers. Newspapers are in trouble, and Google has a very powerful network of companies wanting to advertise. Google is leveraging its vast network to "help" the absolutely desperate folks on the print side of media...but Google's aim is still to drive traffic to various websites (advertisers, those offering other Google ads and more).
Of course Google is offering 2D barcodes as a possible solution. To prove its point, the one in the announcement above goes straight to www.google.com/printadvertising.
A central problem in traditional journalism is that very few company execs - if any - are either hiring the right R&D folks or are bringing in outside consultants to identify and adapt emerging technology. Newspapers and magazines shouldn't have to rely on Google to alert them on the next big trend in tech. And they sure as hell shouldn't wait for Google to develop the ideas for how to implement that technology.
National ads are certainly lucrative - but there's something to be said for monetizing your local marketplace and inviting local advertisers to use your network. There is absolutely no reason that newspapers and magazines across the country can't start selling 2D barcodes right away, and upselling those ads with joint offers online. The news sites will get an extra click when users hit the site from their mobile phones, and advertisers will get their ads seen via online and mobile - plus, users will have a reason to then visit many of the advertisers in person (to use electronic coupons, for example).
It's not even just about the money. There are cross-promotions, marketing and even editorial opportunities hidden in 2D codes and SMS. It'd be a damn shame for traditional media to miss the boat again and have to wave at the Google cargo ship charging ahead to sea.
