If you build it FOR them, without their engagement, they won't come

Rob Curley's move to Las Vegas is not so triumphant for he and his team as some of his other's moves have been. Loudoun didn't catch on, and demostrates again, it isn't just tech and tools that people respond to.

clipped from online.wsj.com LoudounExtra.com Fails to Give Lift To Washington Post LoudounExtra.com offers detailed databases including every church, restaurant and school in Loudoun County, about 25 miles west of Washington, D.C. It embraces the idea that a high-school prom is as newsworthy as a debate over where to build a hospital, and that Little League deserves major-league attention. And it promises to let visitors to the site shape the news through blogs and photo and video submissions. But there were hazards involved in putting an autonomous team of outsiders in charge of new digital initiatives at a major media company. Mr. Curley says his team had been developing online tools to funnel Loudoun County-related video and photos to the site from other sites like YouTube, Facebook and Flickr, but couldn't get approval from the Post's legal team to launch the application. According to Mr. Brady, the legal team voiced concerns about who had legal claim to the content of those sites.