Google running adsense-like ads in print version of Chicago paper

Since early December, Google has been running tiny ads in a sidebar in the Chicago Sun-Times, not unlike the ones that appear on Google-linked pages all over the internet. They're buying unused/unsold space from the paper, presumably at a hefty discount. One has to assume that most every newsprint-based paper has unsold ad space every day, so the market must be ripe for the picking. (Really - there must be tens of thousands of unclaimed column inches out there every morning.) Given the ubiquitous nature of Google right now and the bandwagonesque popularity said company enjoys, it's not too hard to imagine that this new venture might possibly qualify for "the-sky-is-the-limit" status. But I guess we'll see.