Google hopes its subsidiary DoubleClick will aid newspapers to bring in more online revenue, according to Chief Executive Eric Schmidt Wednesday.

"It's a huge moral imperative to help here," said Schmidt at an event hosted in San Francisco by Syracuse University's Newhouse School of Public Communications, the Associated Press reported.

Schmidt said DoubleClick's services on online display ads could generate significant online revenue for newspapers, but he did not elaborate how it might be accomplished, the Associated Press reported.

He also admitted that the online ad boost may not lead to such high profit margins as the traditional print advertising could provide.

It benefits to Google as well to bolster newspapers. All the content that they distribute online brings them more opportunities to monetise from short advertising links.

However, footing the bill to gather news and other information has become tougher in recent years, as advertisers have shifted more of their budgets online to connect with consumers, many of who have turned away from newspapers and other traditional media.

In order to survive, newspaper companies also are boosting their online revenue, but so far still cannot offset the decline in print.

Last year, the U.S. newspaper industry saw its overall ad revenue drop by eight percent to $45.4 billion, according to figures from the Newspaper Association of America.

Meanwhile, Google's revenue rose 56 percent to $16.6 billion last year, according to the article posted on MediaInfoCenter.

At the event, Schmidt reiterated his belief that mobile advertising will later become Google's biggest source of profits. “We hope to be in a better position to deliver ads to people on the go during the second half of this year when it's scheduled to unveil its new mobile software package, 'Android'," he added.

Google's plans to make Android available to mobile handsets have caused conflicts as Schmidt also has a role as a director of Apple Inc. Schmidt said he has had to excuse himself from some Apple board meetings involving the iPhone, which “currently accounts for a 'vast majority' of mobile traffic for Google.