A resource for news innovators to learn, plan & do.


Onsite comments don’t have to be terrible; in fact, they could be the keystone of your engagement strategy. They can help improve your journalism, generate new sources, diversify the voices in your reporting and newsroom, grow a loyal audience, bring in more advertising, and increase your number of paid subscribers or donors. But only if you have the right strategy. The reason that comments sections go bad isn’t the trolls — it’s you.

Big Picture A primer on comments

Maintaining compelling and engaging comments on your site can deepen relationships with your most loyal and valuable readers — but the approach you take can’t exist in isolation from the rest of your mission and strategy.

3 min
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Do Tactics to improve your on-site comments