The holy grail was always due recompense for use of News Corp content

It’s been 12 years – this 6 April – that the media giant’s Robert Thomson declared in an interview:

"Google encourages promiscuity -- and shamelessly so -- and therefore a significant proportion of their users don't necessarily associate that content with the creator.

"It's certainly true that readers have been socialised – wrongly I believe – that much content should be free."

It was a declaration of war for which the peace has just been announced.  

Under the new three-year agreement, Facebook will pay for news articles from publications such as The Australian, The Daily Telegraph and the Herald Sun. Sky News Australia has also signed an agreement with Facebook.

Thomson’s negative animus with regard to Google had converted itself, over the years, into a motion by media outlets in Australia that turned into laws drafted and put to Parliament for debate. At the last minute, Google capitulated and began to sign agreements with media companies. Facebook refused, and historically blocked users from posting news articles to its website. Then the government changed some aspects of the laws and Facebook unblocked the news.

Now this.

The “free” bit is still true – most readers of news won’t pay for it. But this is changing. For some the alignment of the interests of the dreaded Murdoch media and IT giants such as Google and Facebook will seem disturbing. A new bogeyman to revile and slam in a thousand new acerbic tweets flung like refuse out of life’s virtual cage. But what’s good for the goose is good for the gander, and smaller media companies will also benefit from the new regime.

But note the sunset clause. Such accord will be contingent upon both perceived return and on public opinion. In a way it’s still up to users what kind of dispensation exists in the public sphere, from an economic standpoint at least. If you think that IT behemoths should pay for the privilege of allowing you to share what you like on social media, then get vocal. And forget about your personal brand of politics. 

More is a stake than whether your favourite political party is elected to office. News Corp’s typically sustained activism over a large number of years – something that it specialised in as it works in various public spheres to get change made – has, in the present case, turned out to be a blessing for all news makers. Even a website as progressive as Crikey – which is run by a company named Private Media – can benefit measurably from Murdoch’s intransigence. No doubt its journalists would never have thought they’d see the day that they might be able to praise the feisty and conservative nonagenarian patriarch.