According to Google executive Santiago de la Mora (2010, January 28), Internet will not displace newspapers just as "VHS, and later DVD, didn't kill cinema". In his opinion, newspapers have to provide us something that will make people want to read them; and it should be something more than just printing the material. De la Mora is sure that Internet companies don't want to "steal" newspapers' revenue, because first of all, it is publishers' material that goes online. "Using Google's webmaster tools, publishers can prevent Google from indexing their sites entirely, or they can prevent specific Google services, like Google News, from indexing their content".
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