"If you're not spending billions of dollars on the content, but you are spending billions of dollars on the infrastructure, then you're making a fundamental miscalculation about the value of what you're doing," Thomson said, articulating a position that has animated News Corp's dual-track strategy toward the AI sector. That approach—which the company dubs "woo or sue"—marries commercial negotiation with litigation when licensing terms prove irreconcilable. What was once an aggressive stance now reads as prescient leadership in an industry increasingly awash in copyright disputes and regulatory scrutiny.

The Content Paradox: Why News is Essential to AI#

Thomson's complaint rests on a clear economic proposition: AI models require continual infusions of fresh, authoritative content to remain useful. The immediacy and editorial quality that professional newsrooms provide cannot be easily substituted, nor can it emerge from synthetic generation alone. This reality sits uneasily alongside AI companies' public positioning as technology firms whose products are "trained" rather than authored. Thomson reframes the matter with surgical precision: if news organisations are truly essential infrastructure for AI systems, then treating their output as free raw material represents both a negotiating failure and a policy error.

The argument carries weight because News Corp sits atop one of the world's largest repositories of premium editorial content. The company operates The Wall Street Journal, the dominant financial news service globally; the UK's Times and Sunday Times, cornerstones of quality journalism; the New York Post; and HarperCollins, the major trade publisher. These assets—worth billions in broadcast and print—now possess a second-order value as inputs to generative AI systems. Thomson's public criticism serves a dual purpose: establishing News Corp's position in ongoing licensing negotiations while simultaneously signalling to the market and to regulators that the content creators hold structural leverage.

Precedent Setting: The $250 Million OpenAI Deal#

News Corp has already monetised this leverage. Last year, the company concluded a licensing agreement with OpenAI, the maker of ChatGPT, valued at more than $250 million over five years. The deal establishes a template—approximately $50 million annually—that Thomson now invokes as evidence of AI content's true market value. That precedent becomes legally and commercially significant as News Corp engages with other AI developers. It also carries geopolitical weight: Thomson pointedly raised US intellectual property protections as a strategic advantage over China, suggesting that openness to licensing negotiations with foreign firms may depend on maintaining a robust legal framework protecting creators' rights.

The OpenAI precedent matters because it suggests that news licensing, once a marginal revenue stream, may become material to News Corp's growth profile. This fiscal year, News Corp generated $8.45 billion in revenue across four segments: Digital Real Estate Services ($1.8 billion), Dow Jones ($2.3 billion), News and Information Services ($2.2 billion), and Book Publishing ($2.1 billion). Licensing has not yet appeared as a discrete line item in segment reporting, but the $250 million OpenAI commitment—roughly 3% of total revenue on an annualised basis—signals its potential to influence near-term cash flow and returns on legacy assets.

The Broader Litigation Ecosystem: Legal Validation of Thomson's Position#

Thomson's public case for higher licensing fees coincides with a widening wave of copyright litigation against AI firms. The New York Times has sued both OpenAI and Microsoft, alleging wholesale copyright infringement. Alden Global Capital's chain of newspapers, including the New York Daily News and Chicago Tribune, filed a parallel case. The industry has mobilised collectively: the News/Media Alliance, representing hundreds of news outlets, sued Cohere Inc. over unauthorised data extraction from millions of articles. Dow Jones, News Corp's flagship subsidiary, has separately sued Perplexity AI, a rival search and content discovery platform, for alleged unauthorised use of the Journal's reporting.

These lawsuits serve multiple functions. They accumulate evidence of AI firms' practices and create a public record of damages. They establish legal precedent—though the outcomes remain uncertain—around fair use doctrine and liability for model training. More immediately, they create leverage in licensing negotiations: Thomson noted that litigation "process of disclosure is very important," and that transparency and accountability follow from discovery. This is, in effect, an argument that suing companies into compliance can be as valuable as monetising agreements directly.

Governance as Signal: The Dow Jones Special Committee#

On the same day Thomson's remarks circulated, News Corp announced an election to the Dow Jones Special Committee. John F. Tefft, a retired US Ambassador and current Senior Fellow at the RAND Corporation, succeeded Anne W. Patterson. Tefft brings diplomatic and policy credentials—he served as ambassador to the Russian Federation, Ukraine, Georgia, and Lithuania—and joins a five-member committee charged with safeguarding the editorial independence of the Wall Street Journal and Dow Jones.

The timing and pedigree of this appointment underscore an often-overlooked dimension of News Corp's strategy: editorial independence is both a competitive asset and a governance narrative. The committee exists because of conditions imposed by News Corp's acquisition of Dow Jones in 2007. Its members—Thomas J. Bray (chair), Lou Boccardi, Cynthia Glassman, and Larry Ingrassia—represent institutional oversight. Tefft's appointment signals continuity and reinforces the public case that News Corp's editorial mastheads operate under robust, independent governance. This matters for licensing negotiations because it strengthens the legal and reputational foundation for claiming editorial content as proprietary work product deserving of compensation.

The Strategic Imperative: Licensing as a Hedge Against Print Decline#

News Corp faces a structural headwind that licensing revenue may help offset. The company's three-year revenue compound annual growth rate stands at negative 5.4%, driven by secular decline in print advertising and circulation. Operating cash flow contracted in the same period. Yet net income has grown, suggesting that cost discipline and portfolio optimisation have sustained returns on shrinking revenues. Licensing represents a potential inflection point—a way to unlock value from legacy content assets without further reducing headcount or quality investment.

The company's financial position provides some breathing room. News Corp maintains a net debt-to-EBITDA ratio of 0.38, a healthy current ratio of 1.84, and free cash flow of $571 million in fiscal 2025. Dividends consume only 15.6% of net income. Capital expenditure remains modest at $407 million. These metrics suggest the company is not in distress, but they also underscore the urgency of finding new revenue sources to sustain shareholder returns in a secular decline.

Outlook: Licensing as a Core Business Lever#

Near-Term Strategy: Multi-Firm Licensing Push#

Thomson's public positioning suggests News Corp intends to pursue licensing with multiple AI firms beyond OpenAI. The existing OpenAI precedent establishes that deals are negotiable and commercially meaningful, providing a template for future negotiations. The litigation wave—spanning legacy publishers, digital-native platforms, and entertainment studios—creates legal and commercial pressure on firms that prefer not to license.