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News Enterprise and Google team up

Last week in New Orleans, La., over 600 free community publication representatives gathered for their annual meeting. A highlight of the conference was the announcement made by Loren Dalton, president of PennySaverUSA.com and division of Harte-Hanks the worlds largest publisher of free community papers, that Google and PennySaverUSA.com are working on a deal in which free publications would contribute classified listings to Google's search index and add local merchant pages, local business data and coupons to Google Maps. Denton Publications has been working with PennySaverUSA over the last year to develop a powerful classified Web site combining the strength of the free paper industry. Under the deal, sales reps at the free publications will be trained to maximize an advertisers reach using PennySaverUSA.coms extensive network and Google Maps powerful tools. Additionally, a pilot program is slated to begin that will harness the local sales force to sell AdWords to local merchants that Google otherwise would have a hard time reaching. Google doesn't want to build a sales army and this is a way for them to partner with an existing sales army of locally focused small and midsized publications that are well positioned working every day with the merchants they want to reach, noted Dalton Google already is using its AdWords auction system to sell. The company is aggressively moving into offline advertising markets, pushing its automated online ad auction system to traditional media.

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