Google is testing out new tools which will help news publishers to increase their subscriptions, report Bloomberg and the Wall Street Journal. The reports say that the Internet company has approached the New York Times and Financial Times. But Bloomberg added that Google’s vice president for news Richard Gingras said the company is talking to dozens of other media companies who want to move to online subscription models. .The move follows a similar development from Facebook where it will allow users to pay for subscriptions from the app itself. Meanwhile, the tools that Google is developing are: A feature called "first click free,” that allows readers to access articles from subscription publications through search. Tools around online payments and targeting potential subscribers. Note that Google had said in May that it will be developing a new service for marketers where it will provide information to advertisers on card purchases in physical stores and link them to an online profile of the user. Google is also looking to allow publishers to put a paywall on Accelerated Mobile Pages (AMP). Situation in India Google's move takes significance as media houses in India are facing declining advertising revenues. For the quarter ended June 30, 2017 , HT Media, which publishes dailies such as Hindustan Times and Mint, print advertising was hit by the implementation of the GST. However, most of them are wary about charging customers for fear of losing readership. Sandeep Jain, chief strategy officer, HT Media had this to say about declining ad…
