The document discusses Fish Magazine, a free online media publication in Perm, Russia focused on cultural events. It was created by three young people to fill a need for specialized cultural media among youth that is accessible online. Fish Magazine is written by a team of 10 non-full time authors and uses crowdsourcing to publish over 600 articles in its first 7 months covering music, city life, books, film and more. The founders grew the magazine without initial funding or research by attracting authors and partners who value its social mission of informing locals.