I found an interesting Wired article (via Communities Dominate Brands) about the Gannett newspaper “crowdsourcing” some of its newsgathering functions.

It details the story of the Fort Meyers, FL newspaper which - rather than spending months on an investigation - enlisted its readers to help investigate the high prices charged to connect new homes to water and sewer.

Readers spontaneously organized their own investigations: Retired engineers analyzed blueprints, accountants pored over balance sheets, and an inside whistle-blower leaked documents showing evidence of bid-rigging.

“We had people from all over the world helping us,” said Marymont. For six weeks the News-Press generated more traffic to its website than “ever before, excepting hurricanes.”

In the end, the city cut the utility fees by more than 30 percent, one official resigned, and the fees have become the driving issue in an upcoming city council special election.

Of course, “crowdsourcing” is simply Gannett’s term for what happened.

I call it engagement - two way communication with readers around an area of shared passions and values.

Technorati Tags: engagement, crowdsourcing, gannett, wired