The New York Times > Technology > Google Plans New Service for Scientists and Scholars

The New York Times > Technology > Google Plans New Service for Scientists and Scholars: "Google Inc. plans to announce on Thursday that it is adding a new search service aimed at scientists and academic researchers.
Google Scholar, which was scheduled to go online Wednesday evening at scholar.google.com, is a result of the company's collaboration with a number of scientific and academic publishers and is intended as a first stop for researchers looking for scholarly literature like peer-reviewed papers, books, abstracts and technical reports.
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The new Google service, which includes a listing of scientific citations as well as ways to find materials at libraries that are not online, will not initially include the text advertisements that are shown on standard pages for Google search results.
However, company executives say it is likely that advertisements will eventually accompany search results on Google Scholar. One academic publishing executive, John Sack, director of HighWire Press at Stanford University, said that such advertising could be quite profitable.
"The commercial reason for doing this is that you can target areas with high-quality, high-payback ads," Mr. Sack said. "An advertisement that goes next to an article on cloning techniques is probably going to be for services that are pretty expensive.""