Google Makes Offline Moves with Newspapers and now with Radio?

According to an article from Reuters yesterday, Google is positioning for a move into U.S. radio with plans set to begin a public test of Google Audio Ads by the end of the year. This, in addition to an earlier announcement this week saying it would help AdSense customers buy advertisements in newspapers all over the country, shows the company’s interest in making some offline moves. What sort of effect will this have on search campaigns? Will we be integrating newspaper and radio advertising with our Adsense campaigns?