Hearst-Argyle TV (HTV): We're Not Idiots--We LOVE Google!

Here’s one way to keep Google from gobbling up local advertising dollars: Help them sell AdWords–but take a cut.

That’s the thinking behind Hearst-Argyle TV’s latest deal with Google, which will have the station group’s sales team sell AdWords in the 26 local markets where Hearst-Argyle owns TV stations. Aside from newspapers, local TV is supported by small, local advertisers, and so is AdWords. Now Hearst-Argyle sales folks can offer a TV spot, a banner ad on the local TV web site, and/or a keyword.

It’s Hearst-Argyle’s second deal with Google in its ongoing bid to prove it is not–repeat not–just a doomed owner of network-affiliated stations at a time when the networks are increasingly offering primetime TV directly to consumers. Although the networks have a tortured relationship with Google, Hearst-Argyle recently embraced Google, inking a video rev-share deal with YouTube in June.

So far, Hearst-Argyle stations have launched 26 YouTube channels with news, sports and weather. We’ll see how far this new-old media trust goes. Will Hearst-Argyle hand over some of its ad inventory to be auctioned off on Google TV? We doubt it.

NOW WATCH: Tech Insider videos

Want to read a more in-depth view on the trends influencing Australian business and the global economy? BI / Research is designed to help executives and industry leaders understand the major challenges and opportunities for industry, technology, strategy and the economy in the future. Sign up for free at research.businessinsider.com.au.