Keep it alive. Keep it fresh. The Internet is a communication medium, not a broadcasting medium. That means people should exchange ideas, not just spray them out. The Web is not a television.
People can talk back.
It's your job as a Webmaster to invite them to do so. The folks at Ragu give you more ways to talk back than a radio talk show. This is the right way to bring people into the fold and make them a part of the action.