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	Knowing how to use the media for your advantage makes all the difference. Excerpts from the 2007 World Association Newspaper (WAN) world press conference (WAN Website) "At the same time the poll found that a high number of respondents (over three-quarters of adults in each country) consider newspapers and their associated web sites extremely important because of their role as community watchdogs, in clarifying important global issues, and providing relevant information that is interesting to know and useful in daily life." “While readers don't expect newspapers to change the world, they count on them to help see and understand the world better,” “newspapers need to eliminate bias, improve writing, increase relevance to readers' daily lives, improve visual content and presentation, and help connect readers to their communities" Poll by Harris Interactive “newspapers are currently embracing the new media revolution and novel forms of journalism, as editors and news executives open to the idea of free papers, citizen journalism and news as a conversation”. “More editors than not now consider free papers as ‘real' newspapers, as part of the transition towards the audiences changing habits”. “In this era of rapid and accelerating change for journalism, the World Editors Forum believes that editors worldwide need sharp and focused information to help them do their jobs”. One of the main challenges for citizen journalism is gaining a foothold in the trust of readers. With no clear-cut ethical or editorial guidelines, citizen journalism is usually taken with a healthy dose of cynicism. But with such cynicism, can the form evolve? WAN Editors web log " Since the dawn of modern newspapers, the staple “Letters to the Editor” page has been the only means of transparent interaction between the newsroom and its public" "Interactive Web tools have shaken the foundations of a traditionally top-down industry, making it one where the audience has a voice. Newspapers should listen" Technocratic are currently tracking 110.9 million blogs and over 250 million pieces of tagged social media around the world – Technocratic web site