Google is best known for its ability to monetize intangible services, mainly for connecting people with information on the Internet. But when Google leapt into offline media, it entered a world of sometimes clunky legacy systems that bear little resemblance to Google’s streamlined digital platforms.

The inefficiency of the systems associated with placing newspaper ads may have been a reason the firm ditched its print newspaper ad program last week. But Google appears dedicated to its radio ad business, despite the old media hurdles involved. For one, convincing radio stations to adopt its programming platform seems to be a challenge.

Google bought dMarc Broadcasting in 2006 to move into terrestrial radio advertising. Through the acquisition, it obtained technologies for radio programming and advertising that are provided as hardware, sold by resellers, and shipped just like computer hard drives or processors.

via Its Print Program Dead, Google Still Aims to Transform Radio Ads - ClickZ.