I agree. And I think this is a good example of an organization needing to adapt to the changing environment. I thought about what I would do if I ran a news site and how I would try to take advantage of the possibilities to increase engagement using internet technology.
I do think if I was trying to increase engagement I would try to figure out how to highlight thoughtful commenters. I would probably try to look into something like the commenting system on Reddit (with Karma) and also the ability to follow commenters (like you can follow article contributers on Seeking Alpha). I would look at giving value back to good comments (maybe something like commentluv). I would definitely have a pages where you could view more comments by a commenter. I would try to set up categories and then list top commenters on local politics, local sports, health care… I would display in the order of popular comments (like Reddit) not just list in order made. There are lots of ideas I don’t see used (but I haven’t really thought about it until 5 minutes ago – maybe these are already widespread, or maybe I haven’t really though out why they wouldn’t work well).
I just remember a post here previously about a newspaper in Kansas that was taking some sensible actions, and seemed to get the value chain they were serving. I would also take a look at them if I were really going to do this for a news organization.
This blog has a failure miserable, engagement with readers. Hopefully I can work on improving that in the next year. My last post, Customer Focus and Internet Travel Search (is the effort of one of the 4 founders of Reddit).