Though Google is removing the "first click free" stipulation, the company's position on the matter remains clear - it really believes publishers must offer some form of free content for first-time clickers.
"Google's "first click free" policy in exchange for prominence in its search results was largely loathed by publishers who hated being forced to provide readers free content", said Charles King, principal analyst at Pund-IT.
Under the "first click free" policy, readers can read at least one free article on a website before they are prompted to subscribe.
Publishers have often been at odds with the internet search giant, claiming they've lost revenue because of its policies.
Flexible Sampling is the first of several new features Google has planned for publishers.
Once subscribed, users will then be able to access content from a site across all of Google's services. This will allow publishers to determine the quantity of content pieces that they will give out for free -many may no longer give any pre-paywall content out at all. Search giant Google has made a decision to discontinue its trick that granted freeloading site visitors access to articles that are meant to be behind paywalls.
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Many news and journalism firms have seen this new initiative as beneficial and lucrative for the freelancers and independent writers who often faced financial issues due to Google's past policies regarding content creation and its marketing. "Our objective is not for this to be a new line of business", Gingras said.
Google over the years has expanded its original focus to undertake everything from developing a mobile phone operating system to carrying out experimental projects, including development of autonomous vehicle technologies.
Realizing the need to increase subscriptions for publishers, Google has planned to launch free software within the next few months.
Once punished in search results unless they offered users three free articles per day, publishers with paywalls will now be indexed in search results with the same criteria as free websites. It's part of a Google move to offer better search and ad solutions for news sites with paywalls.
Facebook, Alphabet's top rival in online advertising, is working on similar subscriber registration tools. Google and Facebook combined will account for 60 percent of the USA digital advertising market this year, according to the research firm eMarketer. The Financial Times didn't make anyone available for an interview for this story; Google says it's working on honing these products with a number of other major publishers around the world.