Google selling newspapers

Google announced last year a test involving 50 US newspapers and a limited number of advertisers to bid online for advertising space. Today the service called Google Print Ads is available for all advertisers and includes over 225 newspapers (combined circulation of nearly 30 million). The Google sales pitch demonstrates the commitment to integrated media campaigns as it presents 4 reasons to consider newspapers as a "important component of any advertiser's media mix". Newspapers give advertisers significant local reach, they reach an attractive demographic audience, they are a key resource for shopping information that drives offline and online purchases and finally newspapers are relevant throughout the entire purchase cycle.
It will be very interesting to see what Google's initiative will do to the top-line and bottom-line results of the participating newspapers. And also to the reaction of the traditional traders in ad space; the media agencies.