I wrote earlier about Vinny Lingham reporting that Google was going to test putting print ads in Chicago newspapers. In case you missed it, I postscripted that with an official confirmation of the test from Google. Meanwhile, Steve Rubel spotted AdJab finding a link for people to sign up for Google Publication Ads.
I hadn't seen that page before, so it does seem new. The program isn't -- Google's been buying pages in magazines and putting advertisers in them for a couple of months now. But now things are looking more formalized.
The name "Google Publication Ads" also helps. Otherwise, people will be thinking Google print ads means putting ads in the Google Print book search service. That's not what this is about. Nor is it about Google advertising itself in print publications. It's about Google putting advertisers that come to it into print publications, serving as a broker or placement agency for these companies.