Google will soon boost news articles in search results for individuals who are paying subscribers of those publications.
The Alphabet unit will also begin sharing data with media companies on who's most likely to buy a subscription, Bloomberg reported, citing anonymous sources.
The report says Google will announce more specific details on March 20 in New York City.
This could help publishers target new subscribers and keep the remaining ones by showing more content from their sites. The initiative shows Silicon Valley's ongoing efforts to improve its relations with the media. Many have been pushing Google and Facebook for new tools to drive subscriptions, arguing they should help support trusted journalism at a time when their platforms have been exploited to publish fake news.
Facebook recently made major changes to its News Feed algorithm that are expected to shrink publishers' online audiences. However, the social media giant is launching a program helping metro newspapers build subscriptions.
Meanwhile, Apple acquired Texture, a service for digital magazines.
Last year, Google changed its "First Click Free" policy that led some media outlets with strict online paywalls to appear lower in search results.
Several publishers, including the Wall Street Journal, the New York Times and the Washington Post, are focusing on making readers pay for their content after it becomes more and more hard to withstand advertising revenue.