It’s generally possible to lock down a media such as music or video because it requires equipment to actually play it. This is how many DRM systems work, by having security measures in both the media and the media player (Cory Doctorow gives a great run-down of how this system will always make DRM crackable).
What about news though? Twitter is becoming somewhat a secondary newswire these days, with media outlets cobbling together stories from information picked up off of Twitter, ‘breaking’ the story hours after the Twitterverse has moved on. This can also work in the other direction: Twitter can spread one factoid to thousands within minutes and could be the BitTorrent of news in a world where news is a paid for commodity.
If I paid to access the information behind the WSJ pay-wall, does that make that information private? If I reveal some of that information to others on the web is that theft of content, or copyright infringement? Granted if I lifted the thing verbatim and reposted it onto my cleverly named http://www.freewsj.com then fair enough, but what if I just found something interesting and quoted it, or discussed some figures that I saw. At what point am I giving too much of the subscriber content away to be fair use?
From the publisher’s perspective, do you control this? If so then how? Do you try to enforce some sort of screening algorithms to pick up on anyone writing something too close to your protected content? Or do you allow it in the hope that it will drive more traffic and more customers to the originating article? If you see it as viral marketing then how much should you allow out, and is there an issue if so much talk is generated that the whole article is essentially available in pieces anyway? How do you lock down something that is communicable across so many different platforms (and if we really have to, then without a technical platform at all)? The whole endeavour seems impossible. I hope it is.