Google IPO chatter is the hot topic here in Silicon Valley, feeding hopes that venture capital will flow freely once again. Though the poster child for a creating a successful online business, Google is now using the time honored strategy of moving into multiple channels, and that includes the very traditional print medium. I opened the January/February issue of my slick color copy of EContent magazine with a two page color advertising spread for Google AdSense, plus a print article about "Content Goes Googling for Dollars". Publishers have content, Google has traffic, and advertising generates money. But the selling of that concept is more effective, and reaches deeper advertising pockets in the print world, not the online world. Five years after its launch, the two worlds are starting to look integrated in the Google context. See related research on contextual advertising models by Shore Senior Analyst Janice McCallum