While it can be argued Google is already in many forms a media giant, it's not yet moved directly into the content business. Kevin Kelleher, writing for GigaOm, suggests that's only a matter of time --- that Google's interest in partnerships with newsrooms will make it a content behemoth.

He sees Google as a budding benevolent dictator. Newsrooms will take a piece of the revenue, but essentially as an outsourced vendor.

"Google has such an advantage it’s not even a fair fight," he writes. Publishers will have a home inside Google, but have to "kiss their brands goodbye."