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Google users who subscribe to newspapers will find articles from those publications appearing higher in their search results, part of the tech giant's efforts to help media companies find and retain paying readers, according to people familiar with the matter.

The Alphabet unit will also begin sharing search data that show who's most likely to buy a subscription, said the people, who asked to be anonymous because they weren't authorized to speak publicly. Google executives plan to disclose specific details at an event in New York on March 20, according to the people. Google declined to comment.

The moves could help publishers better target potential digital subscribers and keep the ones they've already got by highlighting stories from the outlets they're paying for. The initiative marks the latest olive branch from Silicon Valley in its evolving relationship with media companies.

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