Google Buying Zagat Makes Instant Sense

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When news broke that Google is buying the Zagat restaurant review empire, everybody thought it was a joke. It's easy to see why one might laugh at the idea of Google, the company that famously favors algorithmic knowledge over editorial judgement, is buying a business built on editorial judgement. But the Zagat purchase, along with a pronounced mission to build out their local listings offerings, points to the idea that Google wants to be a content company. Buying Zagat is a serious move in the right direction.

Google has tried this before. In 2009, the search giant offered Yelp over half a billion dollars to buy their crowdsourced local business reviews site. It's not entirely clear whether Yelp walked away for the deal or if Google had second thoughts, but the deal fell through, leaving Google two years to watch the local space expand. Expand it did, and Google followed, adding new features like their Groupon clone Google Offers and location-based Yelp equivalent Google Places. But as we recently pointed out, Google's crowdsourcing model has been riddled with problems. Local businesses were flagging their competitors's listings, saying that the business were closed or posting fake reviews. As our own Rebecca Greenfield said, "It's not that crowdsourcing never works, but for companies that have such large user bases things can get messy."

Enter Zagat. The 32-year-old listings company sort of invented crowdsourcing local restaurants. Rather than open the floodgates to full participation of customers--and potentially letting in abuse--Zagat surveys the crowd and aggregates their opinions. The reviews are inevitably statistical, but the human touch is not lost. In Zagat's own words, it's a "business based on a simple premise--that the shared opinions of thousands of avid consumers with real experiences are inherently more accurate than the opinions of just one or two critics." In a way, the basic idea is not dissimilar to the principle behind Google's original PageRank algorithm.

So why didn't Google just write a new algorithm to aggregate opinions from existing user sites? Even though they've been doing this kind of thing with search for ages, recent lessons show that they need more control over the content to ensure future growth. After all, this is the same Google that tried and failed (miserably) to digitize all of the world's books and make them searchable. Publishers loathed the Google Books project so successfully they squeezed $125 million out of the company in a copyright lawsuit. But it was lessons like this that likely led the search giant to the realization that they if they really wanted to control how people found information, at some point they would need to own the information itself.

Now armed with the prestige of the Zagat brand, Google is poised to crush Yelp. You might call it payback for the sour deal a couple of years ago, but we'd call it progress. Zagat brings with it to Google over three decades of experience parsing through local reviews as well as their archive of content that includes not only restaurant reviews but also entertainment, travel and wine content. As Craig Newmark likes to say, "trust is the new black" as far as the Internet goes. When it's time for dinner, whom do you trust more? The established company with a tried, tested and celebrated method for picking winners? Or the Yelper down the street with a crush on the waitress?

This article is from the archive of our partner The Wire.

About the Author

Adam Clark Estes is a former writer for The Wire. He has also written for The Huffington Post and Vice.

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The world has many coming-of-age traditions: sweet sixteens, bar mitzvahs, quinceañeras. But in one African country, 'initiation' is endangering the health of girls and boys.

CHIRADZULU, Malawi — A slight frame gives her the appearance of a child, but the hardened look Grace Mwase wears makes her seem older than her 14 years. In many villages across Malawi, a largely agrarian sliver of a country in southern Africa, custom dictates that both boys and girls as young as eight attend a rite of passage known as “initiation,” after which they are no longer seen as children. The practice is most entrenched in the country's south, where Mwase's Golden Village is located.

Mwase was just 10 when she was led, along with about a dozen other girls, to remote huts outside her village during winter vacation from school in August. The girls were accompanied by older women from their village in Chiradzulu district, near the border with Mozambique. The women, known as anamkungwi, or “key leaders,” told them that when they returned to their villages they should cook and clean—and have sex. According to Mwase, most of the two weeks she spent at the initiation camp were dedicated to learning how to engage in sexual acts. She had been excited for this time with friends away from home, but that feeling quickly gave way to dread as she learned the true purpose of initiation.