Some moths back, we had heard how angry the News Corp empire owner Rupert Murdoch is with Google, the search engine giant, for using stories and content from his websites and not paying even a single penny for them. Infact, Murdoch asserted, that Google made a good amount of ad money from them.

Things ruffled, Murdoch threatened to ban Google, heated debates happened and we thought it was gone and forgotten. But no! Murdoch, it seems, is still busy campaigning against Google and trying all his power to bring to light the "wrong" done by search engines, Google in particular.

Murdoch is still adamant that the newspaper should charge for all of its content and not allow Google to index the website pages owned by it, not even a small sample view. He says the search engines picking up content from news websites should be considered a violation of copyright.

Obviously, Google does not seem to be too concerned, but it is battling the issue out with Murdoch, time and again asserting that the search engines are stealing nothing and News Corp and anyone else out there for that matter can block the search engine from indexing the content. It will not really matter to it. There are many, many other platforms from which Google can make ad money. Very true indeed.

Like everything, this debate has two sides as well. While it is true that with the help of Google and other search engines, many more people end up gaining access to content published by newspaper websites than the everyday readers, the fact that it helps spike traffic to these sites cannot be ignored.

In addition, there is a good chance that when newspaper sites block Google and other search engines, only serious readers would end up at them and they then wouldn't mind paying to read serious content which matters to them.

While some newspaper and magazine groups have already started experimenting with a paid content model, News Corp is still thinking about it, for a very long time too we must say. Looks like Mr. Murdoch does like the little extra attention.