Sharon Waxman of TheWrap managed to get some interesting information out of Google CEO Eric Schmidt at a party at Arianna Huffington's mansion on Friday. He told her definitively that Google has no plans to start creating original content, and described Google's vision for news search in the near future.
Schmidt explained to Waxman that Google has plans for a 'solution' to help save newspapers who are struggling from reduced revenue. In about six months, he said, the company will "roll out a system that will bring high-quality news content to users without them actively looking for it," reported Waxman. When they go to Google's site, users will be automatically served the news that interests them as established by the company's latest algorithms. These apply more sophisticated filtering, based on search words, user choices, purchases and others to determine 'what the reader is looking for without knowing they're looking for it."
Google believes that as this news will be personalised and targeted, it will be able to sell premium ads alongside it. The creators of the content, however, will not receive a cut from this extra revenue. According to Schmidt, the arrangement will benefit publishers because readers will be offered stories that they are more likely to want to read and therefore newspaper websites will get more hits.
Schmidt told Waxman that the New York Times and Washington Post will be the first two news organisations to participate in the new search mechanism. It is not clear whether this means that they will be the only two publications on a Google search page, or whether they will be adopting this new technology to their own homepages.
Google continues to improve and refine its search technology. It recently introduced a Google News Timeline, which arranges news search results in chronological order and allows searchers to filter by date or publication. Conflict between Google and publishers continues, however, and the newly launched Fair Syndication Consortium hopes to spur online advertising networks, such as that run by Google, to share income from reused content with the original publishers.