Google is preparing to launch the next phase of its print-media buying program, via which it attempts to extend the reach of its online advertisers by buying and reselling print ad inventory from consumer tech and business magazines, writes MediaPost. The new move is the result of Google's consultations with a council of thought leaders from Google's top ad agencies. Though Google spokesmen would provide no specifics, one confirmed that Google is exploring ways of extending its reach via other forms of offline media, but would not say exactly which.

Another spokesman is quoted as saying magazine publishers and advertisers involved in the testing have been satisfied with the results.

However, many online marketers have not taken the print-ad opportunity, partly because it's not as easy to evaluate ROI from print ads. Still, agencies with experience in both online and offline may be more open to the idea.