Google Adds New `In-Depth' Feature to Search

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Aug. 7 (Bloomberg) -- Bloomberg Contributing Editor Nicholas Thompson discusses Google search going "in-depth" and Amazon CEO Jeff Bezos buying the Washington Post for $250 million. He speaks on Bloomberg Television's "Bloomberg West." (Source: Bloomberg)

The editor of the new yorker.com and a bloomberg contributor and editor.

Let's start with google and the move to highlight these more in- depth articles.

Why do that?

I think you are trying to find more sophisticated signals.

What makes them succeed is if they give articles and documents that make people happy.

It is hard to figure that out.

Google has traditionally relied on incoming links.

People who click on those click on a particular story.

His is a more sophisticated metric that says, look, if this is a story about a complicated subject and there is a long in- depth version, you're probably more likely to be satisfied that -- satisfied with that than the shorter version.

It is like the sale of the washington post.

The washington post publishes a long story about censorship in china, it is probably something really good.

The washington post is a trusted company.

They probably hired a very good reporter to figure it out.

As soon as the washington post publishes that story, other sites will take nuggets and publish the road versions.

Those ends, the way google has traditionally worked, will often get as much attention and links.

You might find something from the lush new post or a link from the huffington post.

That is something that has hurt the washington post overtime.

Now by servicing the in-depth article, google will be more likely to lead you to the original, longer version of the story.

What do you make of jeff bezos buying the washington post and the price?

Is extremely low, compared with a net worth of bezos and the importance of the washington post.

It is losing money, so that is why he spent so little for it.

A lot of unanswered questions.

Why did he buy it, what will he do for it?

We don't know the answer.

The most interesting is what will he do with it?

Will he be up and take the great capabilities he has shown for data mining, giving customers what they want for making a site incredibly quick and giving you what you need.

And he bring the same kind of innovations to the washington post?

It will be fascinating to watch.

It might be a disaster, it might be incredible.

I imagine this is something you're watching particularly closely given your role at the new yorker.com.

How does this fit into the bigger picture, what google is doing, facebook, and affect -- and the fact jeff bezos is interested in a newspaper?

What has happened in the media landscape, what newspapers did is they packaged long, complicated, hard, deep reported stuck with easier to get things like classified, sports scores, the weather, all of that.

All of the easy stuff that was sort of people love to consume quickly has been taken away from the internet.

There is no point in newspapers doing that.

Newspapers don't have classified sections, there is no point of the sport scores because we get them from a thousand places beforehand.

That has left newspapers with the core thing, and it has been hard to make the economic model work for the hard news reporting stuff.

What is happening with jeff azo's, he is taking a distressed property that lost the old packaging that made the system work, and he will try to figure out how to save this great thing the washington post does, the thing the washington post and very few other publications can do that is incredibly hard.

Can he save it using technological wizardry, if that is his intention?

That is difficult.

Ogle is coming at the same problem, there is this deep, obligated stuff.

We need to get it to the users because they it, but how do we figure that out?

We have had one system with mixed results.

Let's try a new system.

About a year ago they started putting author modules in searches.

Now it is a trusted brand.

We will see.

This text has been automatically generated. It may not be 100% accurate.

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