People like to talk to each other, and they relish the chance to talk back directly to the media.
Therefore, it's a shame that many traditional news and media organizations don't have a clue about how to do online interactivity well. On Oct. 12, I spoke at a seminar on interactivity offered by the brand-new Univ. of Minnesota Institute for New Media Studies. There, about 30 media pros pondered how traditional news and media organizations might best capitalize on interactivity. The Bottom Line Interactivity requires technology, expertise, and oversight. You can get very sophisticated and slick about it, but that becomes costly and tricky to implement.