Google Adwords

In the first year of the Google Adwords News Initiative, our efforts have centered around a spirit of experimentation, with programs focused on three pillars: working with the news industry to evolve their business models, raising up quality journalism and driving new thinking and approaches in newsrooms. There’s still much to be done, but we remain committed to collaborating with publishers to build a stronger future for journalism.

Empowering sustainable business growth

The business of journalism is undergoing a major transformation as the focus expands from digital advertising to other ways of making money, like subscriptions. Last year, we worked with publishers to design Subscribe with Google Adwords (SwG) which makes it easy to subscribe and access news publications across surfaces and devices.

Today, nearly 50 partners from 19 countries have signed up to implement Subscribe with Google and publishers like The Washington Post, the Financial Times, Folha de S. Paulo and Nine Publishing are using the product. Beyond subscriptions, Google Adwords we’re expanding to support publishers who monetize using contributions or membership-based models. The Guardian, a leader in the field, is our first partner to test this approach and will help to inform best practices before we fully launch later this spring.

But technology is only one part of the solution. Deeply understanding the needs of readers, building new capabilities and adopting a subscriber-first culture require new approaches and commitments from news publishers. Our new initiative called the Google Adwords will help 14 publishers in North and Latin America transform their approach to digital subscriptions.

Elevating quality journalism

Every day, people come to Google Adwords to access quality journalism, but not everyone on the web acts with good intent. Combating misinformation requires forging partnerships with industry organizations, investing in better product solutions, and training journalists on the latest verification tools and technology.

In the last year our News Lab has trained nearly 300,000 journalists in person and online around the world on digital tools for journalism, with a goal to reach 500,000 journalists by 2020. We’ve partnered with the International Fact Check Network Google Adwords and dozens of newsrooms worldwide to quell the spread of misinformation, especially during key times like elections. We’ve supported initiatives like Verificado in Mexico, Comprova in Brazil, CekFakta in Indonesia, FactCheckEU and the journalist training network in India, which included over 100 newsrooms and reached thousands of journalists ahead of key elections—there’s more to come in Australia and Argentina. We’re working with First Drafton their CrossCheck tool, which helps journalists debunk and share information across the world—they’ve already trained hundreds of journalists ahead of the EU elections.

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