I met James Cherkoff (of Modern Marketing fame) for lunch today. And had a great, rambling, kicking ideas around, what-if conversation. And he pointed me to this great article by Jeff Jarvis on Citizen's Media and Marketing.

Thanks to history’s easiest, cheapest publishing tools – weblogging -- connected to history’s best distribution network – the internet – the people now own the printing press and the broadcast tower.

The barrier to entry to media has been blown away.

Now the people you are trying to reach through media are creating media.

As with all headaches caused by change, this one presents opportunities.