The weekly round-up from The Line editors wasn’t happy reading for fans of the Canadian mainstream media:

The Canadian government approached this as if it was “Big Tech” who were reaping all the rewards … when in fact it was the Canadian media companies getting most of the benefit from the arrangement. No wonder “Big Tech” chose to take their bat and ball and go home.

There are two major items up for consideration, and we’ll deal with each in turn. The first is a proposed merger between Postmedia and the Torstar/Metroland newspapers. The second, and most significant, news item, is that following on Meta/Facebook’s decision to stop featuring news on its feeds, Google is promising to drop the Google News Showcase feature, and to stop surfacing Canadian news links on its search feeds. All of this is in response to C-18, the Online News Act.

This law is trying to force Facebook and Google to compensate news organizations for the links that appear on their platforms; so the companies reacted in an entirely predictable way after the bill received Royal Assent last week — they announced they are going to absent themselves from the scope of the bill by no longer providing those links.

The government, its supporters, and many in the media itself reacted to this announcement with the same inane bluster that has come to dominate the conversation around this byzantine and poorly conceived bill. The Liberals promised to stand up to “Big Tech”; and the media organizations that pinned their survival on milking this new revenue stream are now accusing Google et al. of “bullying”. We at The Line don’t consider this rhetoric to be rational or in good faith. We are annoyed — we are horrified — by these companies’ decisions, but we understand them.

Both Facebook and Google made it clear that C-18 was untenable from a business point of view; they both warned that they would consider pulling news links in response. From Big Tech’s perspective, the decision-making tree is real simple here: does the revenue generated by news outweigh the potential uncapped financial liability that C-18 would present? Further, would complying with C-18 in Canada present a greater risk to the company globally if the bill were replicated in larger media markets? Or are the companies better off to withdraw from a low-priority market pour encourager les autres. We can scream about the evils of Big Tech all we want, but ultimately, these are just math conversations.

No one ought to be surprised that the math didn’t go our way. But almost everyone was. Because — and there’s no nice way to say this — this country’s media industry is both painfully parochial and embarrassingly self-important. For people whose job it is to understand and explain the world to Canadians, it often astonishes us at how incompetent we are at understanding and explaining that world to ourselves. Canadian journalists have an unshakeable faith in our vocation; we genuinely believe that our work is a vital service to democracy. Therefore the fruits of that labour — the news content — must be valuable to the digital platforms that we now depend upon to distribute it. This is why many in the industry were so unshakeably convinced that Facebook and Google were bluffing during the course of C-18. Incredibly, many seem to remain convinced that Big Tech will capitulate to their demands for capital, even now. To quote this old gem: “It is difficult to get a man to understand something, when his salary depends on his not understanding it”.

The flaw in this reasoning ought to be apparent, yet the industry lacks the digital savvy to understand the risk it is courting. “What about Bing, amiright?” Denial and self-importance are now sucking Canadian journalism straight into the maw of an existential crisis. To lose Facebook is a major set back; to lose Google is death.

The thing our colleagues and peers need to come to terms with is that Canadian journalism just isn’t that important in the global scheme of things. Facebook and Google aren’t out to get us — they are indifferent to us. Canadian news comprises a small and un-lucrative segment of even Canadian traffic flows. And Canada is a mid-tier market, at best. Optics aside, global tech oligopolies simply don’t lose very much by cutting us off. Facebook and Google are in the business of advertising, not journalism. They share neither our self regard, nor our democratic mandate; as a result, there is no internally coherent reason for them to take losses in order to save our industry. We just don’t matter to them.

On her Substack, Tasha Kheiriddin doesn’t blame Google for the impending destruction of what’s left of mainstream Canadian media:

The funeral has begun. The pyres are lit; the mourners are weeping. RIP, Canadian media industry, we hardly knew ye. Between mergers, acquisitions, closures, and layoffs, you didn’t stand a chance. And then came Bill C-18.

The legislation, passed last week, compels internet behemoths Meta and Google to compensate Canadian news outlets in exchange for featuring links to their content. Bill C-18 is modeled on an Australian law that saw the two tech giants enter into financial arrangements with media outlets in that country. Here in Canada, the Parliamentary Budget Office estimates similar deals could produce annual revenues of $329 million, a juicy sum for the cash-strapped news business.

Instead, Meta and Google announced that they would no longer include Canadian news links. Rather than reap a profit, Canadian media companies now face the prospect of far fewer eyeballs on screens – and the decimation of their ad revenue. Meta also cut its funding to CN2i, the Coopérative nationale de l’information indépendante, which supports six print publications, including La Presse, further damaging media companies’ bottom line.

Cue the sound of “Taps” and political outrage. Heritage Minister Pablo Rodriguez had this to say:

Big tech would rather spend money to change their platforms to block Canadians from accessing good quality and local news instead of paying their fair share to news organizations … This shows how deeply irresponsible and out of touch they are, especially when they make billions of dollars off of Canadian users.

No, this shows how deeply out of touch the government is with the business model of these companies – and with internet technology in general.