Google to cancel print advertisement programme

SAN FRANCISCO: Google Inc, the world's most popular Internet search enginee, on Tuesday announced it was cancelling its print advertisement programme in which it sought to bring its auction-like ad buying system to hundreds of newspapers.

The company said the programme, which started in November 2006, had not created the hoped-for impact and that its cancellation would allow the firm to focus on more successful ventures as it tries to cut spending.

"It is important that we focus on products that can benefit the most people and solve the most important problems," director of Google print ads Spencer Spinnell wrote in a posting on a company website.

"By moving resources away from projects that aren't having the impact we want, we can refocus our efforts on those that will delight millions of users," he said.

The closure of Google's print ads service followed the announcement that the company was undertaking its first-ever round of layoffs, by dismissing roughly 100 members of its recruiting organization.