Google relaxes rules on free news stories, plans subscription tools

SAN FRANCISCO — Google announced on Sunday that subscription news websites would no longer have to provide users three free articles per day or face less prominence in search results, relaxing its rules following complaints from media giants like News Corp that their sales were suffering.

For the last decade, Google’s “first click free” policy helped ensure that non-subscribers wouldn’t be stifled by paywalls when they clicked on news articles from searches.

Google, the largest component of Alphabet Inc, had contended that free samples would lead to increased subscriptions.

But apart from a few publications, online subscriptions haven’t taken off as intended, and media companies such as Wall Street Journal parent News Corp. increasingly complained that freeloading users were cutting into sales.

This year, the Wall Street Journal stopped abiding by Google’s policy, corresponding to a drop in search rankings but an increase in subscriptions.

“Over the last year, we got clear indications that, yes, it was going to be important for publishers to grow subscription revenues,” said Richard Gingras, Google’s vice president for news.

He said the number of news outlets with paywalls had reached a critical mass in the last year, to the point that it made sense for Google to start developing tools for them.

Google is now counting on the relaxed rules and subscription software that is under development to stop the Wall Street Journal and other publishers from holding back valuable content.

From hereon, publishers will be able to choose how many, if any, free articles they want to offer to Google searchers.

Google also plans to launch free software in the coming months for publishers that enables users to pay for content with credit card information that they’ve previously supplied to the search giant.

The goal is to facilitate fast purchases that could take as little as a single click, Gingras said. Customers’ names and emails would be shared with the publishers.

A separate tool would give publishers data on how to maximize sign ups with personalized offers. Gingras said Google hasn’t determined whether it may charge a fee to recoup costs of that program.

“Google search is valuable because there’s a rich ecosystem out there,” Gingras said. “To the extent the web is healthy, that’s very good for our core business. Our objective is not for this to be a new line of business.”

Facebook, Alphabet’s top rival in online advertising, is working on similar subscriber registration tools. Apple released support for subscriptions within its News app last year.

source: interaksyon.com

Affiliate model justified in roundtable

a4uexpo London hosted a roundtable of various performance marketing figureheads. The discussion was filmed and organised by affilinet and featured representatives from companies such as Nectar, Holiday Autos and uSwitch.



Mary Keane-Dawson was chief instigator of conversation. She incited discussion about the entrepreneurial aspect of the industry. Publishers are uncovering new technologies and business models, which will help advertisers test and trial new CPA activity, a big positive for the sector.

There was talk about the perception of publishers. They should be pushing to become viewed as brands, especially the more mature, premium publishers. There will likely be a shift in perception where customers become brand-loyal in the UK, much like consumerism in the USA.

Publishers should become brands

Evidence of publishers becoming brands is no more evident than in the spate of TV advertisements that have been aired recently. The traditional role of affiliates as being purely a mechanism for generating sales is becoming somewhat of a grey area. Their increased media activities show they create demand too.

Big data’s still in its infancy according to the roundtable. You just have to look at the volume the industry has available and how little it’s capitalising on that volume. There was talk about pooling it together so publishers, networks and advertisers can create a bigger picture of future trends.

Talent is another issue that needs to be resolved. The roundtable felt so-called attractive digital channels like mobile and social were more appealing. Once affiliate business had recruited talent, they needed to be kept engaged. It’s a tricky prospect as new recruits look to broaden their marketing experience by hopping to other channel.

source: affiliates4u.com