The most successful websites are often those where the users rule the roost, where site owners offer a base from which their readers and users grow a community on the web.
Today Steve Rubel, who is a leading figure within Edelman PR, outlines how newspapers and their websites could move forward to once again become essential to their readers.
He writes: "In short, they need to become destinations where almost all value is created by the 'readers', not by the publisher or journalists."