New media entrepreneur Rick Waghorn started life as a provincial football reporter on the Norwich Evening News before a combination of Clay Shirky and a 40th birthday moment prompted the birth of MyFootballWriter.com in the summer of 2006. From there has sprung a new media blog, OutWithABang, a Twitter-based engagement tool ‘#ncfc’ that was the first UK project to win funding out of C4’s 4iP digital innovation fund and, above all, a community-focussed, self-serve advertising system, Addiply, that is currently helping to reshape the provision of hyper-local news in the UK.