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Editor: Ben W. Glass
Profession: Attorney at Law

Category: Marketing Advice

There was an article several months ago in the Business section of The Washington Post that caught my attention. Google Inc., the Wal-Mart of the search engines, is testing a new program to make it easier for small companies to gain access to marketing media (radio, magazines, newspapers) that small companies previously could not afford.

Google bought a small radio advertising firm that has developed a technology that allows radio stations to sell excess ad inventory at the last minute, using online tools. Google already has a herd (its millions of small online advertisers) trained in using its online auction to buy search ads. Google used pure math: herd + technology = more $. It combined its newly-acquired technology to its herd and is creating a whole new market for itself, while at the same time giving small marketers media access not before possible.

Basically, Google is eliminating the middleman (e.g., a radio station's ad department) by enabling its advertisers to create their ads online. Advertisers bid on how much they want to spend - without knowing which station will carry the ad. Radio stations listen to the ads and choose what they want to air. Google even provides access to on-air talent and producers who bid on the job if the advertiser does not already have an ad created. (The important lesson here is that Google makes it as easy as it can on its customers.)

Google's program is not fully operational (it's being tested in only two markets), and it surely will have its detractors. But, I'm keeping an eye on this idea to see where it goes. I predict that soon Google will not be the only company offering this sort of access to small advertisers. Will you be ready with it comes to your hometown?