News industry seeks collective bargaining against Google & Facebook

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As reported by verge here, the News Media Alliance is asking congress for collective bargaining power against google & facebook in teh US. The recent legislative climate seems on the face of it, unfriendly to such a proposal in the US, under the current administration, which opens an interesting question: why has the industry chosen this moment to make such a proposal rather than prior years or waiting until after the mid-term elections?