No one can figure this shit out. Here's Salon's attempt at going 2.0 in order to keep its nose above water:
<http://yahoo.brand.edgar-online.com/fetchFilingFrameset.aspx? dcn=0001266454-07-000305&Type=HTML>
> Develop Web 2.0 site and additional interactive functionality to
> increase reader participation
>
> As previously mentioned, Salon has plans to build out a user
> generated site, to be called OpenSalon. This site will be an
> extension to Salon’s highly popular “Letters to the Editor”
> function, which allows readers to react to a story and begin a
> conversation with both the writer and the audience who is reading
> the story. This site will be rolled out during the course of FY08.
>
> Salon also plans to engage readers with Web 2.0 tools that enhance
> their experience on the main Salon Website. As an example, one
> social media application under development is the Sphere “widget,”
> a configurable pop-up feature activated by links embedded in
> articles on Salon.com. These widgets will contain links to related
> stories on Salon and on other sites. Sphere widgets contain ad
> inventory that Salon’s sales team will bundle with other
> advertising opportunities. This feature is not expected to generate
> significant revenue, but is likely to drive additional page views
> to archived content, increase the average time spent on our Website
> and streamline the editorial process by obviating the need to hand-
> select related stories.