1. An electronic system for creating and managing media content comprising: a content management system (CMS) comprising a first networked computer system that is configured to interact with at least one first-type user in order to manage media content items for publication; and a service comprising a second networked computer system that is configured to interact with a plurality of second-type users in order to create and submit media content items for management by the CMS; wherein both the first networked computer system of the CMS and the second networked computer system of the service include corresponding interfaces that allow for exchange of electronic messages therebetween via network communications over the Internet, wherein the electronic messages conform to a predefined protocol; wherein the first networked computer system of the CMS is configured to communicate at least one request message to the service, wherein the request message includes data that represents a specification for a media content item to be created and submitted by at least one second-type user of the service; and wherein the second networked computer system of the service is configured to initiate payment to at least one second-type user of the service with respect to a media content item that is created and submitted by at least one second-type user of the service in response to the request message.