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If your organization still believes that the only way to reach mass audiences is through traditional, mainstream media, then think again. Citizen journalists – those scrappy individualists who contribute articles, camera phone pictures, and new ideas to their community – are more than a trend. They are an evolution of the media landscape.

And just to bring home the point, the Knight News Challenge is offering $5 million dollars “for innovative ideas using digital experiments to transform community news.”

“The Foundation plans to invest at least $25 million over five years in the search for bold community news experiments.”

Has anyone handed your local newspaper $25 million to experiment with journalism in your community? I didn’t think so.

Citizen Journalists. Professional firms, political campaigns, and non-profits had best get to know them.