Yesterday, I ranted about newspapers’ failure to invent new ways to serve advertisers, ceding the business to Google. Today I read on Greenslade a discussion of classifieds, Google, and newspapers at the Society of Editors. There is the usual debate in such gatherings: Is Google a friend or foe? I say that’s the wrong question. They should be asking: What is Google doing that we should be doing? How can we be doing it? What will Google do next? Can we get there first? And what can Google do that we can’t and how do we take advantage of that? Google is a reality. Arguing about whether it is friend or foe will do no more good than sitting back and watching it do what you should be doing. Google is still trying to figure out its proper role in this ecosystem. Read the last paragraph from Stephen Brooks’ coverage on Greenslade to see that:
Classified advertising could vanish from newspaper print editions by the year 2020, Guardian editor Alan Rusbridger suggested to the Society of Editors in Glasgow.
Participating in a panel about the media in 2020 that included Nathan Stoll, the product manager of Google News, Rusbridger was up front in saying that he had no definitive answers about the future, writes Stephen Brook. “The honest answer to the question is nobody knows,” Rusbridger told the audience in a lively panel session which included much discussion about how newspapers will survive Google hoovering up much advertising.
“I predict that classified advertising could disappear from newspapers by 2020,” Rusbridger said. Classified adverts from the Guardian print edition were declining by about 9% a year while internet advertising on Guardian Unlimited was growing by about 50% each year – but from a much lower base. The Guardian was attempting to monetise its recruitment revenues with the launch of Guardian Recruitment Services, a full recruitment organisation rather than just a classified advertising service.
“Nobody in newspapers can decide if Google is the friend or their enemy,” Rusbridger said. “The friendly bit is that they drive lots of traffic back to us and we might be able to monetise that. What’s happening at the moment is that Google is hovering up stupendous amounts of money on the back of our content.
Robin Esser, executive managing editor of the Daily Mail, agreed. “The wider the message is spread the better but we need to be able to monetise that.” . . .
The youthful Google News chief said that the company was in the search and advertising business. “We are not content creators”. The next step for Google News is to do a better job in treating original content. “What we try and do is make sure than traffic goes to who properly produced a piece of work.” The Google News search algorithms will be refined to “expose original journalism”. The ultimate aim would be to build an “online ecosystem of publishers that is healthy”.
More coverage from the Press Gazette.