Content rules, but commenting can add value

Content rules, writes Nature in an Editorial in the current issue (464, 466; 2010), in which Nature ’s new online commenting facility opens up the entire magazine for discussion. The Editorial is reproduced here: ‘Conversation is king’, according to a mantra frequently repeated by enthusiasts of online social media. But we editors and writers tend to give our first allegiance to content — not least because of our labours to research, commission, select, create and otherwise add value to content, and to do so in a way that informs and stimulates our readers: the people who pay for it. But, 


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