Chris Dixon

News is a lousy business for Google too

There is a widespread myth that search engines have taken profits away from news websites. A few months ago, Rupert Murdoch said: “Google has devised a brilliant business model that avoids paying for news gathering yet profits off the search ads sold around that content.”

The reality is that news is a lousy business. Period. Even Google doesn’t make money on it. For example, here are Google’s search results for the phrase “afghanistan war”:

Notice there aren’t any ads on the page. This is because ads for “afghanistan war” generate such low revenues per query that Google doesn’t think it’s worth hurting the user experience with a cluttered page. Google can afford to do this on news queries (along with many other categories of queries) because their real business is selling ads on queries where the user likely has purchasing intent. Big money-making categories include travel, consumer electronics and malpractice lawyers. News queries are loss leaders.

It’s an historical accident that hard news categories like international and investigative reporting were part of profitable businesses. The internet upended this model by 1) providing a new delivery method for classified ads (mainly Craigslist), 2) increasing the supply of newspapers from 1-2 per location to thousands per location, thereby driving the willingness-to-pay for news dramatically down, and 3) unbundling news categories, making cross subsidization increasingly hard.

The internet exposed hard news for what it is: a lousy standalone business. Google arguably contributed to this in many indirect ways, including by helping users find substitute news sources. But the idea that Google takes profits directly from newspapers is simply misinformed.

  • Pingback: Cool Links #81: The One About 500/600 « TEACH J: For Teachers of Journalism And Media

  • danielayele

    I don’t think we can properly characterize the news business as “lousy.” Before we make that judgment we have to analyze the two functions that newspapers serve: distributing information and finding/investigating new or previously overlooked information.

    I think that people generally tend to mischaracterize information as valuable, when what they really mean is that access to information is valuable. For the past few hundred years newspapers have been the most efficient means of distributing information (providing access). They made money in their news distribution function not by selling information but rather by selling paper with information on it, which happened to be a very efficient and valuable means of distributing information. However in the past two decades the internet has made it considerably easier to share and distribute information and the newspapers have been stripped of their competitive advantage in this arena.

    On the contrary, the business of finding/investigating information has improved significantly thanks to the internet. Expert-driven blogs are making a killing exposing the public to new information about a wide variety of subjects. THIS is the only valuable function of news that can be attributed to actual content. When a news organization breaks a story they profit (whether it be from paper sales or online advertising due to traffic to their website) because they have a temporal competitive advantage over the distribution of information about a specific occurrence (which means, for a little while, they effectively “own” that content until someone else can better report or distribute it).

    If news organizations want to remain in business they are going to have to focus on their real competitive advantage: investigating and distributing new information. Otherwise they’re all but guaranteed to fail.

  • Pingback: Les Buzz-Words Volent Bas: Latest Fads As Strategies Or Sellouts By Ignorance « Octavian Mihai

  • Pingback: While Google fights on the edges, Amazon is attacking their core cdixon.org – chris dixon's blog

  • Pingback: Amazon Vs. Google: How Amazon's Growth Puts Google at Serious Risk | Startups

  • Pingback: Les Buzz-Words Volent Bas: Latest Fads As Strategies Or Sellouts By Ignorance | Octavian Mihai