James Fallows of the Atlantic took a look at ways in which Google is saving rather than killing the news business, writing that he is "convinced that there is a larger vision for news coming out of Google." He interviewed several Google staff for his in-depth, detailed article.

"Google's efforts to shore up news organizations are extensive and have recently become intense but are not guaranteed to succeed," wrote Fallows. He believes that Google has "undersold" its efforts in its strategy toward news companies, and that people at the top of the company have pushed hard for saving the news industry to "become an internalized part of the culture in what is arguably the world's most important media organization."

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