KESBANG.COM, SAN FRANSISCO – Google mengumumkan pada Minggu bahwa situs web berita berlangganan tak lagi harus menyediakan penggunanya tiga artikel gratis per hari atau artikel yang kurang menonjol dalam hasil pencarian.
Dengan pengumuman itu Google melonggarkan peraturannya menyusul keluhan dari raksasa media seperti News Corp bahwa penjualan mereka sedang lesu.
Selama dekade terakhir, kebijakan “first click free” Google membantu memastikan non-pelanggan tidak akan terhambat oleh paywalls, pengaturan akses yang hanya dibatasi bagi pengguna yang telah membayar untuk berlangganan ke situs tertentu, saat mereka mengklik artikel berita dari pencarian.
Google berpendapat bahwa sampel gratis akan menyebabkan peningkatan langganan.
Namun, terlepas dari beberapa situs publikasi berita, langganan dalam jaringan belum diluncurkan sebagaimana mestinya, dan perusahaan media seperti Wall Street Journal milik News Corp semakin mengeluhkan pengguna bebas yang memotong penjualan mereka.
Tahun ini, Wall Street Journal berhenti mematuhi kebijakan Google, merujuk pada penurunan peringkat pencarian namun peningkatan langganan.
“Selama setahun terakhir, kami mendapat indikasi yang jelas bahwa, ya, penting bagi situs publikasi berita untuk menumbuhkan pendapatan dari langganan,” kata Richard Gingras, wakil presiden Google untuk berita.
Dia mengatakan jumlah gerai berita dengan paywalls telah mencapai masa kritis pada tahun lalu, hingga masuk akal bagi Google untuk mulai mengembangkan sarana untuk mereka.
Google kini mengandalkan peraturan yang longgar dan perangkat lunak langganan yang sedang dikembangkan untuk menghentikan Wall Street Journal dan situs publikasi berita lainnya menahan konten yang berharga.
Dari sinilah situs publikasi berita dapat memilih berapa banyak, jika ada, artikel gratis yang ingin mereka tawarkan kepada pencari Google.
Google juga berencana untuk meluncurkan perangkat lunak gratis dalam beberapa bulan mendatang bagi situs publikasi berita yang memungkinkan pengguna membayar konten dengan informasi kartu kredit, yang sebelumnya mereka berikan ke raksasa pencarian.
Tujuannya adalah untuk memudahkan pembelian cepat yang bisa dilakukan sedikitnya satu klik, menurut Gingras. Nama dan surat elektronik pelanggan akan dibagikan dengan situs publikasi berita.
Sarana terpisah akan memberi data kepada situs publikasi berita tentang cara memaksimalkan pendaftaran dengan penawaran hasil pencarian yang disesuaikan secara personal. Gingras mengatakan Google belum menentukan apakah akan mengenakan biaya untuk menutup biaya program tersebut, demikian Reuters. (Ant/Foto:Ist)
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