Every time you search on Google, there are thousands, sometimes millions, of webpages with helpful information. When you’re looking for news, those pages could be from a large traditional news publisher or a new digital outlet. They could be from a local news site, or a small publisher specializing in health or fitness or food or fashion. Our job is to sort through those and connect you with the most relevant information.
At the same time, we recognize that the internet has changed the way we find and access information, and that publishers are facing challenging business environments as a result. So I’d like to talk about how we connect people with news and how we support news publishers around the world.
Our approach to search
People trust Google to help them find useful and authoritative information, from a diverse range of sources. To uphold that trust, search results must be determined by relevance—not by commercial partnerships.
That’s why we don’t accept payment from anyone to be included in search results. We sell ads, not search results, and every ad on Google is clearly marked. That’s also why we don’t pay publishers when people click on their links in a search result.
To operate in any other way would reduce the choice and relevance to our users—and would ultimately result in the loss of their trust in our services.
At the same time, we work closely with the news industry to provide value to publishers and journalists around the world. We do this in many ways—through Google Search and Google News, which help people find and access news content and enables us to send large amounts of traffic to publishers. We’ve also created advertising and subscription tools that help publishers grow new revenue, and our funding of programs and training as part of the Google News Initiative provides benefits to the news industry.
The changing news industry
When I was growing up in the 1960’s and 70’s, my local newspaper was, in a sense, the internet of my community. It was where I kept up with local events but also where my dad found my first car, where I found my first job, where my mom found recipes for Sunday dinner and discount coupons for the ingredients. Today the internet has dramatically changed how we do all of those things through the vast array of information and services found there.
This shift has affected the revenue streams that publishers have traditionally relied on. Readers no longer go to newspapers for classified listings of jobs, apartments, or used cars. Instead, they go online to access a new world of options, whether that’s apartment listings, or for the latest food and fashion tips, movie reviews and recipes. Advertisers have followed suit, increasing spending on the websites of thousands of online publishers and service providers; they now have enormous choice in how they reach people online.
How Google provides value to publishers
Advertising remains a key revenue stream for publishers (along with subscriptions)—but they have also shifted their focus to digital. Publishers want to be found by users so they can then grow revenue through ads or by converting readers into loyal subscribers. And Google helps publishers and journalists by helping people find news content and sending them to news sites.
In the world of print, publishers pay newsstands to display their newspapers and magazines so readers can discover them. Google provides this benefit to publishers at no cost. This creates real value: In Europe alone, people click on the news content Google links to more than 8 billion times a month—that’s 3,000 clicks per second we drive to publishers’ own websites. For large news publishers, a study by Deloitte puts the value of each click between 4-6 euro cents.
Beyond the traffic we send to publishers, we continue to invest in and provide value to the news industry in other ways. Google’s advertising technologies are used by many websites, including news publishers, where publishers retain the vast majority of the ad revenue. In 2018, Google sent more than 14 billion dollars to publishers around the world.
Our Google News Initiative is investing $300 million to help news publishers around the world develop new products and business models that fit the different publishing marketplace the Internet has enabled. And we continue to make improvements to connect people with news from our products.
Giving everyone better access to relevant and authoritative news, from a range of diverse sources, helps them stay informed about the news that matters to them. The news industry is fundamental to the health of our open societies and we’re committed to playing our part in ensuring a successful and sustainable future for news.