Really good post over on the Guardian's Organ Grinder blog reporting on an event at the Association of Online Publishers focusing on building communities around content. Suzie Daniels, head of business media at CNET Networks, talked about their approach to user-generated content.
"We want to enable those thought-leading people to engage with the site and give them a platform equal with our editorial team," she said. "And if we can get our thought leaders to contribute, the lurkers will benefit more."
Apparently user blogs currently account for around 10% of CNET's content, and CNET wants its journalists to see themselves as "seeders of ideas" rather than "a de facto resource for every idea on a certain subject". Hear hear. Even if she did admit that some CNET hacks have been "a bit snotty" about meeting or talking to readers.
CNET is also considering selling some form of advertising within its community areas, but discussions are at a very early stage, and the prime factor is not wishing to piss users off with intrusive or inappropriate ads.