. >> silas lions is the editor of the record are searchlight in georgia.he was drafted to get this new online newspaper in 2006 he wasn't much worried about getting people to fiepgd his site. >> when we looked at the audience. we said, we don't have an audience program. we're growing the audience pretty rapidly. we were the hadding a little under 1 million page views at that time. >> in those days, success was measured by the number of eyeballs on your site. back then the numbers were good. with behind sooigt, however, silas said there was another problem people didn't recognize. >> people are going to reading.com and getting their news and going away. >> today, that kind of engagement isn't good enough to grow a website. silas said he needs customers to be loyal to the site, to be ambassadors, spreading the word, even business bodies sharing their views. >> hey, there's value in people commenting. all of those are strong indicators of now we're getting that. >> engagement is considered the key to growth. but how does a small low-tech bit get people to int