Increasingly media owners are realising that their business is not about the production and sale of content; it’s about building a community of interest, using targeted content to attract and retain the right kind of audience.  That community is likely to include people who are experts in their field - leading professionals in a targeted sector, or prosumers in a specialist activity, sport or hobby.  Smart publishers are encouraging this community to contribute to their content, widening the range of voices and viewpoints, and meeting the universal desire to see one’s name in print (or online).  Here are five ideas for creating content from your own community, plus some examples of specialist media owners: (more…)