Microsoft, Bing, and Murdoch: The Annoyance Factor

By Kip Kniskern | Posted November 23, 2009 3 comments

murdoch A story in Sunday’s Financial Times is reporting that Microsoft and Rupert Murdoch’s News Corp. have been holding preliminary talks to pull News Corp. content from Google, and for Bing to then pay a premium for that content.   There’s quite a debate around the web on what such a deal would mean for Google, or Bing, for that matter.

Danny Sullivan at Search Engine Land doesn’t think it would make a bit of differenceMarc Cuban thinks it’s “smart” and “can work”.  Either way, no one thinks that a deal to try to force Google to pay for News Corp. content is going to either make Google pay, or make much difference if it doesn’t, at least not right away.

However, Microsoft knows all about back room deals and how to win in the long haul.  Now that Bing is established as a brand, expect the onslaught on Google to continue, and to grow.  Even if nothing comes of a News Corp. deal, if Microsoft can portray Google as a bit more evil, if it can begin to sway advertisers over to Bing (as it seems to be doing with local ads), and if it can put Google on the defensive, the Murdoch ploy may be worth it.  Forcing search engines to pay for content may not save the newspapers, or bring down Google, but getting behind Murdoch is a no-brainer for Microsoft.

Posted November 23rd, 2009 at 9:09 am
Category: Bing
Tags: News Corp.
  • Alber1690

    Wow, this will be a spicy story to watch. This will set the tone for the rest of the search war.

  • yertthedestroyer

    >but getting behind Murdoch is a no-brainer for Microsoft

    Um. No. I think that any deal like this will make people hate Microsoft. No consumer I know likes the idea of search engines having to make any transactions for their results. It is only asking for bad sites that force you to pay to link their site, or worse, force you to hold them higher in ranking in order to link to their site. This is not a win for anybody.

  • fredacosta

    I think this is where news (corporations) sites are headed. We will eventually have to pay for their content. We did it when newspapers where in fashion. Why should they not get paid for it now. After all, how much money does Google already make (in advertising) by providing (for free?) information that these companies work hard to get? And, does Google pay for this content as well?

    This is business as usual, and in my opinion this is a good move on MS’s part. In addition, and in an unrelated story, Google is going to pay Sony to install the Chrome browser as the default on some of their systems. Isn’t this almost the same thing?…

    We’ll see what happens. I certainly don’t think people will hate MS for this. They will just have to use Bing to get the news. On the other hand, the forever-no-matter-what-MS-hating crowd will definitely find something wrong with this. Oh well, can’t win them all I guess.