After successfully setting up AdSense which helps SME segment to buy online ad space, Google takes concrete steps to facilitate buying & selling of newspaper space. And radio spots. And soon, television. To be followed by outdoor, cinema ?

Google's Model
Google buys space/time from media and resells them online to advertisers through an auction system. Once sold, the media owner has the final right to accept or reject the ad. And if accepted, the ad   is published like any other ad in the media.

After a less-than-warm response initially (Google launched this model a couple of years ago), it seems to have hit "paydirt" in the current round of tests - with wide acceptance from participating newspapers & radio stations.

Total Control
Newspaper & radio owners are impressed with Google's new system. But this is not just because it helps generate incremental revenue (from an advertiser base which was heretofore unknown to them).

The real reason for finding acceptance is that Google's new system has given total control to media owners. (This is unlike Google's online ad bidding system where the web-site publisher is clueless about Google's process of ad booking, placement & revenues generated.)

In short, by permitting publishers to maintain their personal relationships with advertisers and most important, reject ads,  Google seems to have won them over.

Advertisers
Google's key offering to advertisers is convenience. Google's platform has made it easy for advertisers, by facilitating bidding for ads, uploading ad material* and also "tracking" them.

* Including changes in ad material. For example, you can practically change your radio commercial a few hours before scheduled playout. By the way, it's worth nothing is that Google's successul print experiment involved a large e-marketing company.

The Last Frontier
Based on its success with print & radio, Google is already preparing to enter the mother of ad markets : television. With it's first round of tests for buying & reselling TV commercials already underway in partnership with California based cable provider Astound Broadband.

Can you imagine a world of media buyers bidding on Google for print, radio & television bookings? Or clients buying media from Google?