We know about Relationship Marketing We are experts in loyalty and incentives · We like to create unique experiences During a season it was quite common, every time you attended a conference in which senior telecommunications executives participated, you ended up talking about the use of networks and how the internet giants were triumphing thanks to the service they provided. It could almost be taken for granted that some of the executives would end up talking about how Google – it was the most common name – would have to pay them to use their networks to reach their final consumer. Catalan Email List  The idea used to make a few headlines in the media afterwards, although it did not catch on. The fate of the media has been very different. The media, although it could almost be said that they have been the large groups that came from the digital environments, have been pushing for years for Google, Facebook and the other network giants to compensate them for how their work is positioned in their services. In the balance of the internet, digital media have produced content. Meanwhile, online platforms have been the ones that have functioned as a showcase for this content.

Users – and the media themselves – uploaded links and other users found them. The balance was broken, however, when the media began to argue that these platforms actually vampirized their work (and that so-called neighboring rights have been recognized by law in Europe has given them a legal basis to settle their claims) and when the platforms began to accumulate more and more importance and more time of use. Internet users spent much more time on them than on the media and the media have become much more dependent on the traffic that these platforms generate. At the same time, the internet giants have seen their advertising revenue grow, while that of the media has fallen sharply. The relationship between one point and another and who may be more or less right in all this mess would give for a series of parallel reports. What matters, at least in this particular story, is that legislators in various countries have begun to pay more attention to what the media is saying and to their claims.

Google, Facebook and the giants of the network are in a difficult situation. Google and Facebook have begun to open the wallet to try to cover positions. The last – and long – delivery of this case has been in Australia, where since the beginning of the year they have been in a power struggle between the legislative body and the giants of the network. The Australian parliament is working on a law that will force the network giants to pay the media for publishing links to their content.

That is, each link that you upload to your Facebook profile, for example, will have to be rewarded by Facebook to the medium it touches. The idea is impressive and will mean, for the online giants, a significant outlay. Of course, these giants are totally against the measure. Google announced that it would close its search engine in Australia if it came into force (it was what it did with Google News in Spain after the approval of the AEDE canon), although the Australian government scorned its threats and one of its politicians said that they could always use Bing (Microsoft , by the way, supports the measure). Facebook blocked the ability to share links to news on its social network in Australia, something that went viral worldwide and that ended up putting Facebook in a spiral of bad reputation.

Its block also prevented the sharing of links to essential information and services (Facebook has already acknowledged that it was wrong about that, but that it had very little time to maneuver because it needed to act before the law was formalized). A billion dollar investment from the giants All these questions are open and neither Facebook nor Google have managed to completely close the problems. The Aussie issue is a thorny one and possibly a first episode in an avalanche of problems for the next few months. Be that as it may, both Facebook and Google are trying to cure themselves in health and that means investing millions of dollars in content and news. It’s not exactly a new strategy: Google was planning to invest $ 1 billion in media last October .

Google will pay the media to include them in a news service (and for a kind of teaser about the body of the content in their Google News Showcase). The service started in tests in Germany and Brazil, with 200 affiliated media. At the beginning of February, it became known that Google had just closed a global agreement with News Corp and that it will also pay that giant to license its content. And now it is Facebook that is promising billionaire money to the media. The social network has announced that it will invest at least $ 1 billion in licenses over the next three years, in addition to the 600 that have already been paid since 2018 to certain media to create content for Facebook News. The payment format that Facebook shuffles is similar to what Google is doing with its Google News Showcase, as pointed out in The Wall Street Journal .

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