In an interesting and much anticipated news that Google has decided to extend its advertising model to critical print media- newspaper. Can Google be successful in this endeavor? Time will tell but at this point we do have some insight into their intentions.

In the first three-month test period, Google will not charge any commission on the ads. If the test is successful, Google may expand the program to all of its online advertising customers - and will no doubt begin taking a commission. It is estimated that currently Google charges approximately 20 percent commission for its online ads.

It's actually a little more complicated than it sounds on the surface, and it works rather differently from the way a standard AdWords ad works. "This test is not an auction and we are not buying and reselling ad space," explained Google spokesman Michael Mayzel. Advertisers can pick specific papers, and even specific sections of papers, in which they wish their advertisement to appear. Newspapers, in turn, set prices for ads, and can reject ads based on whether they have room or whether the ad meets the paper's standards of taste.

Moreover, the Google system is primarily use to fill remnant space that would have been filled by in-house ads. Google has earlier tested a similar system with PC Magazine and Maximum PC without a huge success.

Google system needs to be different than its mainstream online ads auction system and has certain important differences from the standard AdWords system. In this system Advertisers would have more control in specifying the ads, however keeping the spirit of Google Adwords intact, this is a system in which advertisers will be bidding for space in the newspapers the way they bid for ads on the Web.

So what is Google’s strategy?

In past Google has also purchased a company involved in Radio advertising and the company plans to leverage it in order to make an entry into radio advertising. Earlier Google has also announced its intentions of providing Video ads, and later on acquired YouTube.  As mentioned earlier Google has tried placing ads in Magazines. Now it is News Paper.

In short Google wants to broker ads for Radio, Video (TV), Magazines and Newspaper, in addition to its robust online ads business..

Will Google Succeed in this Venture? We will revisit this question later with more details.