links for 2007-09-20
DeLong Smackdown Watch: John Cassidy and Fears of Deflation in 2002-2003

Trust, Search, Google, Times Select, and the Future of Journalism

Felix Salmon writes:

How Google Killed Web Subscriptions: How Google Killed Web Subscriptions: Everybody knows that Google has won the search-engine war. But what's much more important is that Google has won the search war – and the latest casualty is TimesSelect. The subscriber firewalls at the WSJ and the FT will be the next to go.

Until Google came along, most content-based websites had a similar business model: users would come to the site's home page, search for what they were looking for, and then find it. So if you wanted a NYT story, you'd first go to, and then search. If you wanted a Wikipedia article, you'd first go to, and then search.

No longer.

When I want to find one of my old blog entries on, I just type the search terms into the Google window in my browser. When I want to find a Wikipedia entry, I do the same thing, in the knowledge that Wikipedia's PageRank will guarantee that entry a top-two spot. Google's even very good at finding books on Amazon...

And if you think what you want is probably at a particular site, just add the site's name to your search string: "amazon", "wikipedia", "portfolio."

But Google is very bad at pointing people to anything behind a subscriber firewall – and rightfully so. What changed, The Times said, was that many more readers started coming to the site from search engines and links on other sites instead of coming directly to

“What wasn’t anticipated was the explosion in how much of our traffic would be generated by Google, by Yahoo and some others,” Ms. Schiller said.

When was the last time you saw a WSJ or FT article on a web search? As people increasingly get their information from Google and not from home pages, the WSJ and FT websites have a choice: go free, or become irrelevant. The WSJ certainly can't be happy that Nick Denton, with his shoestring operation, gets more traffic, and more visitors, than they do. As Jeff Jarvis says today, the really valuable thing that the WSJ and the FT provide is not their news, but their relationship with their readers.... It’s the relationship that is profitable.... That is the essential media moral of the internet story. It has taken 13 years of internet history for media companies to learn that.... Google doesn't weaken the strength of the relationship.... [I]t just changes the way that readers find their trusted content. If a WSJ story comes up top of a Google search, people will click on it because they trust the WSJ. And because people trust the WSJ, WSJ stories will come up top of a Google search. It's win-win for all concerned, and, yes, Rupert Murdoch knows it.

Except for the money flows. It is not clear how large the advertising money flows will be in the long run. Especially if people continue to offer print-format versions of their articles that allow you to escape the ads.

I suspect we are headed for a winner-take-all situation here as well: journalists who acquire reputations as experts will do very well as they become draws for advertisers. Institutions--not so much. Anybody who trusted the New Republic under Michael Kinsley and then encountered the New Republic under Andrew Sullivan, Michael Kelly, and Peter Beinart learned a very painful lesson about focusing on institutions rather than people.