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A relatively small group of 100 or so advertisers would be able to bid on ads in several major dailies.

This would later be expanded to the hundreds of thousands of advertisers on the Google AdWords network, giving many the opportunity to extend their promotional efforts into print, a process that otherwise would be too daunting.

So far, the effort has been welcomed by publishers, who in the trial include heavyweights The New York Times, Washington Post, and Boston Globe. Most have suffered from a decrease in revenues through sinking circulation and weaker advertising sales.

The advertisers would be able to select from various ad sizes and which papers they would like to advertise in, along with the text and artwork they would like to use. However, the publishers themselves would retain final editorial control, Google notes.