And keeping visitors stopping by is vital to the health of any online publication. And bringing a steady audience back to a site is the one sure way to build advertising revenue needed to make the site viable. C reating community isn't a simple matter of adding a chat feature to a Web site. A place for likeminded people to meet and talk. S ome publishers are trying to create community by creating alliances with other media and businesses in their geographical areas.
Web publishers carry the idea of community in a different direction.
In addition, discussion areas can be set up for various school sports and associations. The Rochester Democrat and Chronicle went that idea one better when it gave digital cameras and Web creation software to three local high schools and let students at the schools create their own sites about their championship basketball teams. Making their staff part of the community. That means giving readers the email addresses of writers and editors, and having staffers available to read and respond to the incoming email. Several Washington Post writers go a step beyond, holding live online discussions each week.