Google has opened up bidding for print ads via AdWords, and advertisers can now, during a test phase, bid for full-page, half-page and quarter-page ads in various lifestyle and technology magazines, reports ClickZ. Google provides circulation and readership data, including proportion of males and females, percentage of those who are college educated, average age and average household income. Publications include "Car and Driver," "Women's Health and Fitness," and "Martha Stewart Kids."

Advertisers must submit bids by February 20 and may have their ads included in issues appearing in the summer and fall.

The company will automatically "discount" bids so that the winner pays only enough to outbid the next-highest bidder. Creative specs are being provided, but will be sent to winning bidders.