Anyone who has been following the evolution of the media for the past few years knows that everyone is now a publisher, and that includes brands like Red Bull and Coca-Cola, both of whom act more like digital-media entities than some mainstream journalistic outlets. As media theorist and author Clay Shirky has said, publishing is no longer an industry — it’s a button.

But it’s not just advertisers who are becoming media entities: advocacy groups and non-profits are as well, as Dan Gillmor pointed out in a recent post at Slate.

As Gillmor notes, the recent report on the future of the media industry from the Pew Research Center talked a lot about the decline of traditional media like newspapers and magazines, and also talked about the rise of new entities like Vox Media and First Look Media. But it didn’t really dwell on either the explosion of…