The online revolution has transformed the relationship between the media and their consumers.

We’re no longer passive readers, viewers and listeners. Media organiations are embracing interactivity. Media blogs are increasingly widely read and we have the chance to comment. The Guardian’s readers’ editor Ian Mayes has regularly written about how that paper has been influenced by reader’s emails and comments.

In a thoughtful post on the BBC News editors’ blog, Newsnight’s deputy editor Daniel Pearl reveals that he keeps a close eye on what bloggers are saying about the programme and him. Pearl goes on to say he find it strange that some bloggers have taken exception to his commenting on posts about Newsnight. Some think Pearl’s interest feels like big brother tactics; others regard their blogs as their own private space, shared only with their friends.

We bloggers should be delighted to find the Newsnight team taking an interest in our views. For years, we’ve complained that the media are self-obsessed and inward-looking. It’s a sign of progress that blogging is making an impact. But Pearl’s comments remind us of an obvious truth: a blog is open to the world to read and comment upon. The importance of this is easily overlooked, given the ease with which we can post our thoughts – however incendiary, obscene or libellous – in seconds.

I’ve no idea if Daniel Pearl will get to read this post. But if we take blogging seriously, we need to embrace comment. I remember the first serious reaction I got: from Councillor Bob Piper. Bob took exception to my comments in a post about Labour’s 1983 election manifesto. It made me realise that people do take notice and that I owe it to readers to get my facts right.