Ad Age reports that Google will turn on its Print Ads system allowing advertisers to bid for ad space in over 50 daily newspapers over a three-month trial. Major papers from The New York Times to Gannett Co. titles, will try the beta service. The irony is that recent earnings announcements from newspaper companies indicate a further loss of readers to online properties.

Bruce Telkamp, senior VP-business development and marketing, eHealth, said the service could streamline the cumbersome process of finding ad space around the country. "We do all of our media buying in-house, both online and offline," he said. "We're hopeful that through Google's aggregation of a large number of advertisers and the efficiencies the platform brings -- not only us, but potentially the papers themselves -- the program could have the potential to lower advertising costs, to bring efficiency to a less-than-efficient industry."