In this photo illustration a selection of UK national newspapers are displayed together on October 30, 2013 in London, England.

The news industry is to band together to seek a limited antitrust exemption from Congress in an effort to fend off growing competition from Facebook and Google.

Traditional competitors including The Washington Post, The Wall Street Journal and The New York Times, as well as a host of smaller print and online publications, will temporarily set aside their differences this week and appeal to federal lawmakers to let them negotiate collectively with the technology giants to safeguard the industry.

Antitrust laws traditionally prevent companies from forming such an alliance which could see them becoming over-dominant in a particular sector. However, the media companies will be hoping that Congress will look favorably on a temporary exemption, particularly giving the recent clampdown on the technology industry which saw Google slapped with a $2.7 billion antitrust fine.

The campaign is led by newspaper industry trade group News Media Alliance and it is intended to help the industry collaborate in order to regain market share from Facebook and Google, which have been swooping in on newspapers' distribution and advertising revenues.

The two companies currently command 70 percent of the $73 billion digital advertising industry in the U.S., according to new research from the Pew Research Centre. Meanwhile, U.S. newspaper ad revenue in 2016 was $18 billion from $50 billion a decade ago.