Google’s Digital News Initiative is a first, step in the right direction so as to create the adequate conditions for building an open and interactive relationship between Google and digital publishers. It is also an implicit acknowledgment of the ineffectiveness of its hitherto approach to walk alone or to change relevant policies halfway through. The only certainty is that in order to succeed, this initiative requires intensive collaboration. Google surely realizes the vital role of news production and content around which it displays its ads, while digital media should fully understand that a solution to their problems will not be achieved without new ideas and the help of technology.