Interactivity on a Low Budget
http://www.contentious.com/articles/001105-1.htm

Gahran, Amy
Contentious
2001

Abstract:

Interactivity is one big reason why the Internet has become so popular. People like to talk to each other, and they relish the chance to talk back directly to the media. And from the media's perspective, interactivity is one way to obtain a steady stream of free and diverse content (and also to enhance audience interest and loyalty). Therefore, it's a shame that many traditional news and media organizations don't have a clue about how to do online interactivity well.