Twenty years in the coming - and two decades too late for 50,000 sacked journos - the publishing industry is finally rising up in arms against the tyranny of monopoly.
Two women, 14,000km apart, are leading the charge with class actions demanding Google’s grip is ended, and fairness is returned to global ad markets.
And they want $10 billion in damages for themselves and thousands of publishers who have seen their collective businesses gutted by Google’s grift and greed.
Lisa Sygutek publishes the Crowsnest Pass Herald in a community of 6,000 in the shadow of The Rockies, Canada. She’s leading the fight for 1,200 publishers there.
Krista Schade is managing director of The Riverine Grazier, in Hay, home to 3,000 people, and stepped up to do the same for Australian publishers just a few days ago.
Both are the lead litigants in cases which will drag Google into court to face huge damages claims, and both are backed by huge resources and legal teams.
Together they are the spearhead of a global movement which is seeing copycat suits emerging in the UK, the US, across South America and half of Europe.
If you’re leading one, let me know and let’s chat.
This is the beginning of the turning of the tide…
Before we dive in, welcome to new subs over the weekend from the newsroom at Sky UK, the makers of League of Legends Riot Games in Los Angeles, Journalism.co.uk in London, travel site Gondoli in Aarau, Switzerland, Australia’s Charles Sturt University (which is working on turning human hair into lithium-ion batteries), and my personal favourite this week, the resident futurist at Mercedes Benz in Berlin, Germany. Welcome all.
And consider joining our 4,000 strong community by signing up for a subscription so I can continue my work and support actions like Lisa and Krista’s above.
I have discounts for groups, and consulting clients. Join, and become part of the movement for change.
Today, Lisa and Krista break cover to reveal how their legal teams - bankrolled by former lawyers - intend to dethrone Google to return fairness, competition, and transparency to the global ad market.
This is a can’t miss interview, but I can tell you upfront, it’ll be different to the soggy strategies and whinging claptrap we’ve heard from big media so far.
There is no moaning about why they feel they need to exist or even have a right to.
There are no calls for Government bailouts, or safety nets. They just want a fair fight.
You won’t hear them spout indignation, or spout political platitudes. They just ask for the chance to tackle Big Tech head on and make their case.
They are fearless, focused, have deep pocketed backers, and a plan. It’s inspirational, and long overdue. I have read the court complaints. They are exacting and targeted.
And they have some tough talk for media’s big end of town, branding them cowards who have forgotten their reason for existing.
They say the hard things out loud - that the business models and strategic failings of big publishers have left them silenced and shackled by their reliance on Big Tech.
How their leaders are cowed, old, outmoded, tired, and mainly men looking to prop up the P&L until retirement.
How the leadership void has left mass media muddled, exposed in a bloated mid-market malaise and facing extinction.
And how the rise of masses of media - made up of nimble local publishers and focused niches, will take its audiences, attention, and revenue.
It pulls no punches.
It’s enthralling, refreshing, invigorating, motivational and nutritious to an industry starved of fighters, and bereft of warriors with enough energy left for war.
Hope you enjoy the interview. It’ll be the best investment you make today.
If you’re a wise investor, consider signing up for a subscription so I can continue my work and support actions like Lisa and Krista’s above. I have discounts for groups, and consulting clients. Join our 4,000 strong community, and be part of the movement for change.
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