During this conversation Tweraser stressed out many times that Google should be be seen by publishers as a partner. As he said, partnerships are Google’s DNA and most of its projects are based on them. A great proof of that should be the Google News project that partners with more than 50.000 news organisations and shares the revenue with them.

The first controversial question came up very quickly – is Google making money on the backs of publishers or not?. The answer was easy to be predicted, Tweraser however gave three good reasons why publishers shouldn’t be thinking this way:

1. Google cares about the quality of content available on the internet.
2. 6 bln US dollars are paid to publishers by Google.
3. Every content be it free ot paid has to be found somehow. Google helps newspapers in that matter.

Tweraser encouraged publishers to answer this question on their own. He suggested imagining world without Google, whether it would be better for publishers or not. The answers would probably vary, but Tweraser sees common goals for Google and publishers.

He recalled there are over a billion search queries asked in Google. 100,000 searches go to newspaper publishers. They want to be as transparent to the market as possible. If any publisher feels that Google’s attempts are against his interests, Google offers a code that allows content to be hidden from the search.

Being asked whether Google is a monopoly or not, Tweraser answered that there are more than 160 search engines all over the world and that Google feels the strong competition from Yahoo!, Bing and many others. So many competitors prove that Google is not a monopolist – dominant on some markets, yes, but not a monopolist.

Content is very important for Google. The reason they introduced Panda, a new search algorithm earlier this year, was the fact they wanted to protect original content and hide from the search the so called “content farms” which duplicate articles, aggregate them and earn profits from the content that does not belong to them.

Tweraser said that content is a kind of social currency, people want to debate over it. Social media cannot exist without content. It can produce content, but it needs content as well to spark discussions. Again it proves how important are content producers, therefore news organisations as well.

Looking into the future, Tweraser said that mobile, social and video are three directions are going to be huge and main traffic drivers for publishers.

Asked where would Google be if all publishers would put a paywall, Tweraser still sees enough opportunity for joint ventures with publishers as both free or paid content has to be found somehow.

1. Fast Flip – a new way of browsing news. Content consumption on the web – different presentation of the content that could be more engaging to hte readers. It takes screenshots from the publishers content and allows to flip through it. Check the Google Fast Flip in action.
2. Google News experiment: Editor’s Picks. Built around the Google’s algorithm. Adding the human aspect, which cannot be provided by the algorithm. It’s about using the human editor to choose within the Google News important news that not necessarily have to be most popular.
3. Living stories: a new way to display news. Learn about this concept by watching this video:

Tools that could help publishers tell stories in a different way:

1. Google Maps – a tool widely known but stil worth developing
2. YouTube Direct – connects news organisations with video producers. It is about interaction, all directly on own website:
   
3. Google Translate – as Google calls it, it is “one of the coolest things Google has ever made”. It can be used for interaction between readers from different parts of the world. And it already has been done.

Philipp Schindler

First words of Philipp Schindler during the conference were “We come in peace” – a statement that was widely commented on Twitter, for example: “Yeah right, take me to your readers”

Philipp Schindler points out 5 main trends that happen in the web nowadays:
1. Search.
Schindler noticed, that during the past 7 years, the user has moved from the browser-centric use of the web, to the search-centric usage. Consumers have found out there is a very simple way to navigate within the billions of information on the web, and the sollution to it is search. Luckily, Schindler admits Google did not invent the search. But numbers are tough: 4 billion searches are conducted every day. Over 50% people using the mobile web, do it because they want to search. The trend is to evolve the search to be based on the recommendation of the others.

2. Richer Media. We are witnessing a fundamental shift towards richer media. 2 million videos streams are watched on YouTube every single day. 2 million YouTube downloads a day is a symptom of a less word centric web. Gaming industry is leading.

3. Mobile Revolution. 4 billion applications were downloaded from App Store. In 2015 – more mobile web based traffic is expected than traditional web traffic. Mobile web is growing 8x than traditional web grew, and everyone (publishers as well) are underestimating this trend.

There are 2 important features of mobile trend:
- connectivity
- hub computing – access to most powerful devices one can imagine.

Mobile is the triangle between device, connectivity, and a supercomputer. What should it mean to publishers? don’t bet against mobile anytime.

4. Data. Everyone should learn to love the richness of the data. Always in a privacy respecting way. How to monetize it? There is no silver bullet, no single monetization model. According to Schindler, the winning models will be al advertising based.

5. Translation. It’s high time to imagine a web browser that translates everything into the langauge of one’s choice. Philipp Schindler imagines a world where mobile phones translates between people on the fly. It will let medias reach a larger audience. And it’s not far from where we’re at this very moment.

Philipp Schindler believes there can be a mutually benefficial partnership with newspapers. Google ’sends’ 1 billion people a month to news sites just from Google news and pays media 1.7 billion US$ a month via ad clicks. It is a huge number that shows how Google and newspaper could work together, to grow that reach. Newspapers are not a competitor to Google. The no.1 competitor to them is every group of talented people who are innovative. Not facebook, not Apple, but the next startup. Google would never give away nor sell any private information unless they are obliged to do so under the law.

Since September 29 to October 1 they will discuss the future of print, internet and mobile media as well as share their experience in how social, technological and market developments affect consumers and advertisers, and how to meet their expectations.

Among keynote speakers will be CEO of the publishing group Mecom David Montgomery (UK), publisher of the most-read newspaper in the world Dainik Jagran - Shailesh Gupta (India), vice-president of Gannett Digital Media Josh Resnik (USA), vice-president of Google for Southern & Eastern Europe, Middle East & Africa Carlo d’Asaro Biondo (USA), international content director of Microsoft Peter Bale (UK). Editor-in-chief of Gazeta Wyborcza, Adam Michnik will give opening remarks.

During this three-day meeting speeches will be given also by: representatives of The New York Times of the US, El Pais of Spain, Corriere della Sera of Italy, Segodnya of Ukraine, Aftonbladet of Sweden, L’Equipe of France, Independent of the South Africa, Montreal Gazette of Canada and news agency RIA Novosti of Russia.

Polish and Krakow media executives and reporters will attend as well. In addition to Adam Michnik their experience will share the editor of “Dziennik Polski” Piotr Legutko, vice-president of Polskapresse – publisher of “Polska Gazeta Krakowska” Grzegorz Haftarczyk, directors Artur Karda and Tomasz Krawczyk from Media Regionalne (the owner of mmkrakow.pl local news portal) and Jakub Krzych of Krakow, founder of an innovative internet ad network AdTaily.com, which is storming the UK market.

In total conference participants will present more than 100 different newspapers, websites, information services and media companies. They come from almost every country of Europe, as well as from Australia, South Africa, the United States, Canada, India and even Nepal.

Participating in the event will provide an opportunity to get to know Krakow, Malopolska region and Poland. Many of media executives will spend the weekend here after the conference.

Mayor of Krakow Jacek Majchrowski will host the welcome party at the Wielopolski Palace. Then participants will be able to visit the newest Krakow museum – built under the city’s mediaeval Market Square listed by UNESCO as the World Heritage Place.

Marek Nawara, Marshal of Malopolska region, will host the gala dinner in the Salt Mine of Wieliczka, the second oldest mine in the world and the second of the eight sites in Malopolska listed in the UNESCO registry.

Town Hall, the Marshal’s Office and Krakow media editors from „Dziennik Polski”, „Gazeta Krakowska”, „Gazeta Wyborcza Kraków”, Interia.pl and RMF FM jointly encouraged international media to arrive to Cracow and Malopolska. As a result INMA and OPA Europe for the first time organized its annual conference not in the West, but in the new European Union member state.

The cooperation with INMA brought international association as a partner of the recent museum’s conference in Cracow.

In order to create positive perception around the world during the conference breaks addtional information about the city and the region will be available at Town Hall and the Marshal’s Office’s stand at Park Inn Hotel. Companies like DTI, MatchWork, PaperView, Planeta Marketing will also present their technologies and merchandise.

Industry organizations – Polish Audit Bureau of Circulations (Zwi?zek Kontroli Dystrybucji Prasy) and Polish Readership Survey (Polskie Badania Czytelnictwa) – will present the Polish press. Along with Atex they are partners of the competition for innovative advertising campaigns in press. Winners will be announced during the conference.

Partner of the local media seminar – Media Regionalne – will establish multimedia newsroom, where journalists will cover the conference live in blogs, tweets and interviews on video.

U.S. Embassy in Warsaw also supports the conference.

Information about the organizers:

Newsmedia Marketing Association International – INMA was founded in 1930. This non-profit association promotes good practices and ideas among the news media publishers. World organization brings together over 5,000 members from over 80 countries. INMA headquarters located in Dallas (USA). The Association also has offices in Antwerp (Belgium) and New Delhi (India).

Online Publishers Association – OPA Europe was founded in 2003 and represents the interests of the leading web publishers across Europe. OPA’s headquarters is in Paris (France).