In a landmark development, Google has reportedly started hosting content produced by USA's Associated Press (AP), Agence France Presse (AFP), Britain's Press Association, and the Canadian Press, instead of just directing readers to other destinations.

While Google had already bought rights to display content produced by all 4 news services in question, the search major's news section continued to link readers to other Web sites so as to be able to read stories and view photographs over there.

The latest development however means that visitors, who for instance want to read an AP story, can remain on Google's Web site unless they choose to click on a link that allows them read the same story elsewhere.

So, while the change might not even get noticed by Google users though it augurs well for the company, it will certainly make a huge difference to the hundreds of stories and photographs distributed each day by AP, AFP, Press Association, and the Canadian Press.

It might result in diminished traffic to other media sites where these stories and photos are also to be found. In turn, it might help reduce online advertising revenue of newspapers and broadcasters, managing to become a prime source of irritation for them.

Ever since both AP and AFP have raised concerns about the search engine infringing on their copyrights, Google has been negotiating licensing deals with them. The company has also reached licensing agreements with the Press Association and the Canadian Press around the same time.

Meanwhile, financial terms of Google's latest deals have not been disclosed.