Google is taking on the German government with a new "Defend Your Net" campaign that aims to fight attempts there to pass a law that would allow German newspaper publishers to charge fees to Google for providing links to newspaper stories.
In the new German language Google Website launched Nov. 27, the search giant is trying to build public sympathy against the government efforts by advising citizens there that such a proposal would cost them money to conduct news searches.
"For you it would be so much more difficult in the Internet to find the information that you seek," the site said according to a translated version. "Defend your network, a single intervention against this world, mixing it for yourself and share this page with your friends!"
Stefan Tweraser, country director at Google Germany, told The Financial Times that his company is serious about its efforts to fight such proposed laws. "We ask every Internet user to advocate to defend the access to and the variety of information on the net and to protect search," Tweraser told the paper. "We hope the German Bundestag will reject the bill."
Google recently has been facing similar pressures from governments in France and Italy, where publishers are making demands to find revenue from Google searches conducted in their nations. Part of those efforts come from the huge difficulties and economic losses that newspaper publishers are often experiencing as more people get their news online rather than by buying printed newspapers nowadays. Newspapers around the world are struggling to find new ways of monetizing their newsgathering efforts, and going after some of Google's massive advertising revenues is seen as a tantalizing target.
In Germany, the parliament will this week discuss the proposal that would "give publishers more say over how their articles are used on the Web," according to The Financial Times. "Search engines would have to ask for publishers' permission to display links and snippets and it is hoped newspapers will be able to extract a license fee in return."
“Most people have never heard of this proposed legislation," Tweraser told the paper. "But such a law would hit every Internet user in Germany" and would provide "less information for consumers and higher costs for companies."
Similar efforts are under way in Italy and France, according to a story in The Economist. "In 2009 [newspaper publisher] Rupert Murdoch called Google and other search engines 'content kleptomaniacs,'" reported the Economist. "Now cash-strapped newspapers want to put legal pressure on what they see as parasitical news aggregators."
So while these efforts are happening today in Germany, France and Italy, could U.S. publishers make similar demands in the United States, where many newspapers are still struggling to find revenue as their print readership continues to decline?
Not necessarily, said Rick Edmonds, media business analyst for Poynter, a non-profit school for journalists in the United States. "The Google threat, if you will, about the ways that Google was adding to the problems of newspapers here reached a crescendo in 2009 when publishers were meeting on the West Coast" to discuss how to fix what ailed the industry, said Edmonds. "There was a lot of banging on a drum. Google kind of rode that out by saying that, 'If you don't want us to link to your content, tell us and we'll stop.' That was a reasonably good response."
But then the newspaper publishers realized that at the same time, Google was driving online readers to their stories and content, "so there weren't all that many people who wanted to give it up," said Edmonds.
In the United States, the government has done some studies and found that there are serious concerns for the newspaper business here, but at the same time, Americans don't appear to favor government subsidies to help the industry, he said. Besides, "the newspapers themselves don't necessarily want that."
Publishers in the United States haven't made the same kinds of demands on the government that's being seen in Germany, Italy and France, said Edmonds. "That whole thing has not really caught on in the U.S., plus Google has money for lawyers and lobbyists" to fight such efforts here.
The foreign governments that are perusing such options, though, are looking at it from an antitrust angle, said Edmonds. "Should they conclude that Google is monopolistic and driving other businesses up against the wall, it is a possibility there."