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Google cares about newspapers’ future

October 1, 2010 by marek.miller 

Carlo d'Asaro BiondoThe last day of the INMA/OPA Europe conference started with an extremely interesting session: Google and Microsoft representatives presented their tips to the newspaper publishers.
Carlo d’Asaro Biondo, Vice-President of Google for Southern & Eastern Europe, Middle East & Africa, underlined the significance of journalism and press. One of the strongest sides of press is the fact it is so influential.Press cannot influence one thing, and this is technology. Press can only embrace technology and Google can help in that.
The biggest mistake newsmedia companies have done so far is the reduction of spendings for the journalist. With the reduce of the quality journalism, the market opens for new initiatives. Newspapers that have done so, are also less competetive towards other tradtional market players.
The challenge newspapers are facing now is the declining audience. Online is not the cure, according to Carlo d’Asaro in the US 20% of the adult population reads the newspaper online (22% in France and 50% in the UK). What is interesting, at the same time in the US for every 25 minutes spent on reading online, 27 seconds is spent on newspaper websites (US).
Instead of thinking about putting the ads on the first page, publishers should invest in quality of journalism. Google is not competitor to the newspaper. Carlo d’Asaro encourages news publishers to take a look at Google’s tools, for example:
  • Google living stories
  • Google fast flip (idea to flip around the newspaper faster with a greater experience of reading)
  • Google Earth,
  • YouTube direct,
  • Google moderator.
Google boosts the online audience. Google sends online news publishers 4 billion clicks per month. The problem is finding the way to monetize it better.
Another challenge is the declining revenue. Key words are measurability and targetting. Measurability is what makes the results of Google what they are. Targetting is reaching the right audience with the right needs.Google sees strong opposition of the world to targetting due to the privacy issues.
Google is ready to discuss the proper model of cooperation with newspapers. New tools could let publishers decide which part of the webpage should be free, which should be paid. Which video should be free, which should be paid.
There is no single sollution for the newspapers’ struggles. But Google is more than willing to help.
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2 Responses to “Google cares about newspapers’ future”

  1. Google believes in the mutually beneficial partnership with newspapers | forum4editors.com on October 6th, 2010 4:28 pm

    [...] the Vice President of Google for Northern and Central Europe is another Google representative (right after Carlo d’Asaro Biando) who believes in the mutual partnership with the newspapers. Philipp Schindler spoke about how he [...]

  2. Stiftelsen Tinius » Blog Archive » Sharing ideas. Inspiring change. In Poland on October 27th, 2010 6:38 pm

    [...] of the presentations at the conference:  David Montgomery ,  Kalle Jungkvist, Guillermo Schmitt, Carlo d’Asaro Biondo, Dainik [...]

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