I can answer this for Jill. She and I have talked about this a lot. Most media orgs see interaction as simply allowing a space for comments below the content they've produced, and they also publish letters to the editor. But the journalists who actually engage in conversation with their readership are few. That's the case because interaction takes time and because it's a different way of working. The journalistic tradition with which we're most familiar is presentational, not conversational. But that's changing, albeit slowly.