by Richard Koman for SiliconValleyWatcher.com

Referring to our blurb about Google's search for a content acquisition manager, Mitch Ratcliffe argues that Google needs to become a media company.

Whether they are talking about building search-based views of rich media or bringing rich media into Googlespace to drive its own page views, Google's waking up to the reality that it's a media company with great technology and not a technology company that can succeed on coding skills alone. Even a billion-dollar quarter doesn't salve the wound Yahoo opens when it makes more revenue with its content-packaging approach.

SVW believes that all companies are becoming media companies. On the today that Microsoft unveiled MSN Search, one can't help thinking that Google won't outlast Microsoft purely on the superiority of their algorithms. While they've achieved great results with their advertising model, it's certainly a repeatable strategy. Content is still going to be king.