As Google has grappled with newspapers firing rip-off accusations at them, one of the key responses has been from Google’s Marissa Mayer. A move to “living URLs” would drive them more traffic, she’s said, talking about it twice this past month. But such a system won’t work unless Google News fundamentally changes how it handles news content. Overall, the “living URL” idea sounds compelling at first glance. But for newspapers to give up individual articles in favor of one “master” piece per topic that’s constantly updated, Google would first have to make some fundamental changes.
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