When [Google CEO] Eric Schmidt says he worries about the newspaper industry, it’s crocodile tears.

– Brian Tierney, chief executive of Philadelphia Media Holdings, which own The Philadelphia Inquirer and The Philadelphia Daily News

Leave it to Google to find a bit of meat on the revenue-starved bones of the newspaper industry. On Wednesday, the company extended its AdWords program to Google News, serving up text ads alongside news searches in much the same way it does regular Google searches. Search for news about, say, mesothelioma, and you’ll be shown the broad spectrum of ads touting mesothelioma legal services (click on image below).

Google (GOOG) announced the move in a post to its official blog:

In recent months we’ve been experimenting with a variety of different formats, like overlay ads on embedded videos from partners like the AP. We’ve always said that we’d unveil these changes when we could offer a good experience for our users, publishers and advertisers alike, and we’ll continue to look at ways to deliver ads that are relevant for users and good for publishers, too.”

The addition of AdWords to Google News was inevitable as the economy continues to weaken and Google looks to expand its revenue streams. But so too may be the outcry over the move. In 2006, the World Association of Newspapers demanded that Google News stop indexing its member sites on the grounds that Google was profiting from the use of their copyright material. Agence France-Presse sued Google for the same thing in 2005. At the time, Google News carried no advertisements and hence, no obvious revenue stream. What will they, and other members of the fast-deteriorating newspaper industry say now that it does? As Searchblog’s John Battelle quips, “This one will kick up some dust.”

The World Association of Newspapers said Monday that it opposes the deal, adding its name to a growing list of critics that now includes not just Microsoft, but the Association of National Advertisers and European Union as well. Late Monday, WAN, which represents 76 national newspaper associations and more than 18,000 publications on five continents, issued a statement condemning the Google-Yahoo deal as disastrous for the newspaper industry. Surprisingly hostile in tone, it argues that the proposed advertising alliance between Google (GOOG) and Yahoo (YHOO) will weaken competition in the online advertising space and solidify Google’s dominance in search at a time when the company is expanding its own content businesses:

The upshot is that the deal will force newspapers to become even more dependent on Google than they are today. By handing Google control of up to 90 percent of paid search and content advertising, Google will exert tremendous power over both newspapers’ ability to reach readers and their ability to generate online advertising revenue. Perhaps never in the history of newspaper publishing has a single, commercial entity threatened to exert this much control over the destiny of the press.

It is particularly worrisome that this consolidation of power is occurring at the same time that Google increasingly takes positions that are adverse to newspapers and other content creators. Google already owns several content sites that directly compete with content developed by newspapers and other creators–often by simply copying others’ content without authorization. Usually, Google alone profits from this misappropriation. Take, for example, the case of Google News, which a Google senior executive recently admitted drives $100 million in advertising revenue to Google itself yet provides nothing–not a penny–to the newspaper companies whose works appear on those pages.

Clearly, newspapers have quite a few axes to grind with Google, and WAN appears intent on grinding them all at once. That said, Google’s partnership with Yahoo would be limited to the United States and Canada, so the protestations of a group of international newspapers may not carry as much weight with the regulators reviewing the deal as WAN would like. Especially after the U.S.-based Newspaper Association of America so quickly distanced itself from them. Said NAA CEO John F. Sturm, “While NAA is a member of the World Association of Newspapers, I would like to clarify that the NAA Board of Directors has taken no position on the proposed advertising partnership between Google and Yahoo.”