A magazine?
That is how shareable and ouishare started to build momentum around the collaborative/sharing economy conversation. They would basically meet people doing interesting or relevant work and write a case study. One example to refer to is the one written by Ben Vickers about the urban Shepherd of Stockholm.
I asked Neal Gorenflo about how long it took Shareable to get momentum (80k unique visitors per month)). Apparently we would need to find resources to pay a good editor, people contributing articles and a social media editor, for 3 years to really get it going.
What do you think?