Mystery still surrounds the price the search giant has paid for the US-based Frommer’s, but it is thought to be in the region of $20 million to ÂŁ27 million, according to various media reports and insiders.
It is also unclear as to precisely how many existing Frommer’s employees are being retained, with some leaving from the print production wing of the company and many in its digital business.
Google is not faced with any regulatory hurdles with the acquisition (unlike the 10 months or so it had to sit around waiting until the US Department of Justice gave it pretty much a thumbs-up on the deal to buy ITA Software), so many will now be waiting anxiously/curiously/optimistically (take your pick) about what it intends to do next.
But with the deal officially closed, just three weeks after news of the acquisition was made publicÂ and the traditional summer product development lull over, some are predicting a quick integration of existing digital content into Google Places pages.
As previously mentioned, however, the longer term job will be getting the more up-to-date travel material (kept, somewhat ironically, until now in the printed guidebooks Frommer’s produces) into a digital format and streamed into the increasingly prominent Places pages.