I've done a lot of genealogy work for my family name and have used http://newspaperarchive.com/ extensively. In comparing a few quick searches, the Google Newspaper Archive is not even comparable. We're talking 2 irrelevant hits for Google Newspaper Archive vs. thousands of relevant hits for newspaperarchive.com.

And newspaperarchive.com only has a fraction of the newspapers in the country within their records. There is definitely a lot of room for improvement in this space because it's such a large task.