For some time now there has been talk that the U.K.'s major publishers need to collaborate in some way to compete with the likes of Facebook and Google. The case is obvious -- ad revenue has been migrating to platforms that have managed the impressive con trick of persuading content creators to provide them with material at a fraction of its worth. Various attempts have been made -- there was the much-publicised Project Juno which kept changing its name as publishers dropped out -- but none has really made it.
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