We happened to have some recent news stories related to the topic plus a very relevant, recent photo.
This was reused (without asking) by a major news outlet. The photo especially bumped their views numbers.
When we enquired about their use of our content, they said they were quoting and, after further prodding, that they could pay us a nominal fee.
Notice a problem with that?
We had to: 1. Be aware that our content is being used, 2. Be the side that is active in seeking renumeration, 3. Try to fight a major news organisation if we wanted a real cut of their ad revenue.
How do you do this if you are small?
Changing the balance and the burden is definitely a move to the right direction, in this case.
The big media and ad companies (Facebook, Google) are effectively making money off someone else's work. I could understand it when they were new and their market was still developing, today however they've grown too strong, I feel.