Profits and Perils

Interviews with website producers nominated for the Online Journalism Awards explored their perceptions of interactivity and reasons for adopting or not adopting interactive features that facilitate interpersonal communication. Findings reveal that site producers show interest but are experiencing problems with incorporating such interactive features online and are therefore cautious about implementing them. The evidence suggests that journalists are undergoing an uncomfortable transition migrating online and are unlikely to fully adopt interpersonal interactive features onto their websites.