Google's Pitch to Old-school Media

Generating incremental revenue for media, that's the pitch Google has for media companies. It has been working well with many newspapers after the trial run starting late last year.

"We were really hoping to generate incremental revenue from an advertiser base that we don’t usually get revenue from,” Denise Warren, senior VP-chief advertising officer, New York Times Media Group were quoted as saying. “And it’s worked.”

Early results suggest Google is doing well in newspapers’ $46 billion ad market.

The same thing is happening with radios. The radio ad system has only been in beta since December but already has attracted more than 900 stations willing to participate,

Google says its radio-sales product can "tie back to return on investment: If a piece of creative seems more effective in Kansas City than in St. Louis, advertisers can adjust in real time."

TV executives are still watching and pondering, whether Google will be a friend to help expand their $68 billion business, or take a big chunk of it.