Rather than being threatened by Google's moves on their turf, radio stations and newspapers seem to be more eager to work with the search giant than to fight it, according to AdAge.
The ease and functionality that Google's system could bring to radio and newspaper media buyers and planners are something they have sought for a while. Google has made its presence felt in those media even in the early experimental phases of its efforts.

Google Print Ads, its newspaper foray, is about to go into formal Beta status this spring with an expansion that will impact publishers as well as advertisers. Radio is already in Beta, with about 900 stations running Google-planned spots and most reporting positive results.

One big advantage that buyers and planners have found with Google's automated systems is the ability to change ad content quickly and as needed. The TV industry is watching how these media have fared with Google as ad intermediary, since TV is the next to be targeted by the search/ad giant.