Google testing print ad auctions

Last year, Google began experimenting with placing AdWords-style ads in magazines like PC Magazine and Maximum PC. Then, last month, it started in the Chicago Sun-Times.

And now, the search giant sends word that it has started testing a program in which it is auctioning off ad space in a small group of magazines including Car and Driver, Motor Trend, Dwell, Martha Stewart Living, InfoWorld and MacAddict.

The idea is that advertisers will decide which publications they want to be in and then bid for the ad space, as well as say how much space they need and how they'd like to use it if they win. And it costs them nothing unless they're the high bidder.

Advertisers have until Feb. 20 to submit bids.