Newspapers have done deals in the US letting advertisers use Google to place ads in over 200 major titles including the Washington Post and the New York Times. This makes up about half the total newspaper circulation in the country. Rather than seeing Google as a competitor stealing revenues from print, the titles are welcoming the development as a source of additional revenue.

Todd Haskell, New York Times VP Advertising Business Development, tells us:

“Google Print Ads has brought in new advertisers who were either too small to consider advertising in a national newspaper or who hadn’t tried print advertising because their business was largely online.”

It may be new business for them now, but traditional print is being misguided if they think the Google print business is not going to impact traditional newspaper revenue sources and relationships. This will surely happen as the Google empire grows. But the print titles can’t do much about it, especially in the face of continually falling sales.