Despite the numbers being suspect (see Return Path’s post here for a good look at why); the following chart from Morgan Stanley got me thinking.
As a result, I just posted my thoughts about the future of email over on the DMA Email blog on how email’s future is destined to continue but as just one of several “tools” within the social network toolset. It also looks at what this means for marketers going forward. Rather than republish the entire post here; please click here to view it in its entirety.
On Monday the Guardian wrote up a story about Murdoch blocking Google from listing stories from his newspapers. This in addition to him changing his newspaper websites from being freely accessible to sitting behind a paywall made plenty of people think Murdoch was crazy.
It is true this could turn out to be a gift to his competitors as this blog mentions. Indeed the Telegraph on whose site that blog is hosted must be rubbing their hands in glee.
For me, I believe this is an opportune moment for newspaper publishers and one that may not come again for a while. Rupert Murdoch is taking advantage.
Rupert Murdoch is right to say that when Google first started indexing the web; publishers were not aware of what they were signing up to. In fact I think we can safely say they were completely blind to the consequences of what they were agreeing to. Countering this of course is the fact that Google delivers 100,000 clicks every minute via Google News and its search engine. Removing itself from Google search is surely a surefire way to deliver more clicks to News International’s competitors right?
But it is an extremely short term view which will not help news publishers in the long term and that is where the opportunity that is available today comes from.
The key company mentioned in the comments made by Murdoch were that he would remove his websites from Google (my emphasis). In recent months, Microsoft launched Bing and gained enough traction that people are starting to believe Bing might go somewhere. It has of course a long way to go but one of the things Microsoft is doing is using its financial power to help it win the battle. Not just through its significant investment in R&D but also through partnerships. Witness Bing’s first mover deal with Twitter (which was quickly responded to by Google).
I believe either through a bright idea internally at News International or through a direct Microsoft approach that News International will strike commercial terms with Microsoft Bing and deliver its content through its news aggregation channel and through its search engine.
That will reset the relationship between search engines and news publishers and possibly lead to the newspapers being freely available on the web. I wonder how long it will be before Google agrees commercial terms with News International?
My bet is it will be quick enough that News International articles will never be removed from Google..
[update] The Financial Times is reporting that Micrsoft are in talks with News International to index their news stories in Bing.
Google has added the ability for other ad networks to publish their ads through the adsense platform; almost certainly providing a boost to Google and adsense publisher’s revenues. Each ad network is pre-approved by Google so in theory at least Adsense should not descend into anarchy 😉 Each ad network will have to meet Google’s standards for user privacy, ad quality, and speed..
You have complete control over which networks can appear (though they are all enabled by default..) though it would be nice to have a better understanding of how each network is performing. That way you are able to at least make an informed decision! Google also says that the third-party ad networks that support better targeting and therefore more relevant ads based on the content on your site will not necessarily be able to use that functionality unless they adhere to Google’s privacy standards.
Overall, this is an interesting move by Google – it could allow them to become the “operating system” of online advertising. There is an abundance of advertising space available online. Unlike the offline world where ad space was in short supply; there are more ad impressions online than can actually be sold and if Google can fine tune the platform to display ads from the best performing networks then more people will want to use the Adsense platform over others.
It may also help them argue that rather than having a monopoly position in the online advertising space they are a facilitator of online advertising though that would be a stretch 😉
[image credit: Phil_NZ]