Today it is common to observe  newspapers expand their roles daily! Leveraging their huge local presence & expertise to offer event management, exhibitions/sales promotions & market outdoor sites, even as they expand their presence to multiple cities as well as on the web.

But the largest newspaper expansion comes nowhere close to Internet giant Google - whose ambition seems to have no limits. Google seems to be attempting to bring the entire media & entertainment world under its "net".

A brief look at Google's ongoing expansion appears more like a revelation of what the future could be!

Google Media
Already the world's most-used Internet Search Engine, Google has entered VoIP telephony. And its recently launched GoogleTV already offers video-on-demand. Naturally, radio was next. Viola! the dMarc deal.

The Google - dMarc Deal 
This over-hyped deal between Internet giant Google and radio station operation management co. dMarc serves as another confirmation to Google's future direction.

This tiny (compared to Google) solution provider is in the space of facilitating releases to radio stations by maintaining inventories of radio commercial time coupled with hosting of ad material.

Of course, probably no more than 1% of radio ads happen via dMarc. But that is because these ads currently fall in the "remainder" category. That could change - with Google's backing, dMarc could multiply its visibility a hundredfold within weeks. And ultimately, Google will have entered the space of mass marketing of radio time via the Internet!

What (Not) Next?
Google Search is responsible for directing more than 10% of all surfers to e-commerce sites.

Google Maps has already digitized large tracts of the world map, giving a new meaning to "Search Engine".

Google is actively considering digitizing of all printed books (despite vociferous protests from publishers)

Google has also jumped into metro wire-less networks 

Finally, there is outdoor advertising - a huge scattered market spread far & wide - with a horde of local players. Making it distinctly possible for a company like Google to manage a network of connected outdoor displays via a web-site.

Will Google manage its umpteen diversifications? Or will it collapse under its own weight? Only time will tell.