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When I got the press release about Google’s partnership with Univision, the largest Spanish-language online
publisher, I was a little underwhelmed. Google doesn’t send out many press releases; to its credit, the company leaves
inboxes undisturbed unless it has truly important news. So I was perplexed: why all the fuss over a partnership that
doesn’t seem to contain an actual product? I traded e-mails with Barry Schnitt of Google:
ME:
I’m sorry, but I’m surprised to see this announcement get so much noise. What am I missing? What
does it mean to “receive more relevant, comprehensive, and timely spanish-language searth results” that can’t
be achieved by throwing Google Free onto the site? I understand Google’s apparent wish to stake a claim to
the Hispanic market. But what is the actual product?
BARRY:
Good questions. They could get the search features through Google Free but not all of the
customization. More importantly, they wouldn’t get the revenue from the search ads. Also, they wouldn’t get
the placement of or revenue from the content ads. In return, Google gets distribution of our ads to an important
and growing market in the US.
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