Filed under: Deals, Google (GOOG), Marketing and advertising
Sometimes 
Google, Inc. (NASDAQ: GOOG) makes enemies even when it’s trying not to. For example, the world’s leading world wide web search company caused a stir with its Google News website, which basically aggregates news information from global sources into one area, but doesn’t publish content of its own at all. Some European countries didn’t like that.
Traditional media feels threatened by Google in many ways — and it should feel this way. Innovation can disrupt industries and turn them upside down. And the media world cannot stay the same now that the web is involved. But Google wants to partner with media companies, according to David Eun, Google’s VP of content partnerships. He’s right — Google is in the partnership business to derive advertising revenue. I’ve stated for years on BloggingStocks that Google’s aim is to become the world’s largest advertising company. To those who think Google wants to get into the content business, I state that’s not what Google wants to conquer here.
Eun stated, “That’s absolutely not the case for us,” when he responded to a comment from a Bear Stearns analyst about Google’s interest in becoming a content creator. So far, Eun is right — Google has shown totally no sign of getting into content businesses like print, television or motion picture entertainment. It is heavily engaged, however, in the business of partnering with those industries to monetize them in different ways in the face of declining subscribers, viewers and moviegoers. The dMarc purchase and Google’s possible foray into TV is proof that it sees a morphed content future. But is Google really a wolf in sheep’s clothing here? Only time will tell.
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