Cost-cutting Google scraps newspaper ad program

SAN FRANCISCO — Google Inc. is giving up on selling print ads for the ailing US newspaper industry, ending a 2-year-old attempt to extend its dominance of Internet marketing into another medium.

The retrenchment announced Tuesday is part of a cost-cutting campaign aimed at boosting Google’s profits as the deepening recession eats away at Google’s bread-and-butter business of selling ads on its own Web site and thousands of other Internet destinations.

Emboldened by its online success, Google set out in November 2006 to help newspapers that have seen their revenue evaporate as more advertisers shifted their spending to the Internet to connect with the Web’s growing audience.

Under the program, potential advertisers were allowed to bid online to fill unsold space in the participating newspapers, leaving it up to publishers whether to accept the offers.

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