Jonathon Green on the Drum: No talking back: the value (and cost) of commenting (aka
Bolt paying the price for popularity and success, or how the cost of effective comments moderation led a mainstream publisher to hamstring one of their most effective click-generators).
Melbourne’s Herald Sun is host to Bolt’s blog; it’s the biggest selling newspaper in the country, and the first of the local News Limited tabloid-based websites to deploy a paywall. This month the decision was taken to cut Bolt off at the knees: to slash his comment moderation.
Without the usual hundreds of comments piling up at a rate of knots, how many people will keep on clicking through repeatedly to the posts? Fascinating analysis.