"You could say that with Maps, Google has been into content creation for a long time," said Gottheil. "But Frommer's gives them authors and editors to help continue to generate content... It's a continuation of a strategy of adding geographically valuable content. It's new, though, in that it's a first step into professionally authored content."
Olds said he expects to see Google move more steadily in this direction.
"I see Google moving more towards creating and owning their own content, rather than just pointing to content from others," he said. "This gives them the ability to offer advertisers more bites at the apple and a chance to influence consumers at more steps in the process."
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