The money will be repaid by a flow of "virtual print fees" from the studios.

FORBES: Magazine Article

And the assumption in some of them is that some of that is going to flow into Google's print ads, that there is going to be some way that they're going to get additional feedback and additional advertising metrics than they already get from buying print ads.

NPR: Google Tries to Bridge Newspaper, Web Ad Contracts

But content is a flow medium, and attempts by the print-driven mindset to control the experience have mostly failed.

FORBES: For Real Content Monetization We Need Industry Standard, Two-Way APIs, And Fast