The mainstream online news media face accusations of being slow to respond to so-called ?grassroots? or ?citizen? journalism, which uses the World Wide Web, and in particular blogs and wikis, to publish and promote independent news-related content. This article argues that the adaptation of established news websites to the increasing demand from readers for space to express their views is driven as much by local organisational and technical conditions as it is by any attachment to traditional editorial practices. The article uses qualitative research interviews with the editors and managing editors of nine major British news websites to reveal the debates journalists are having about their changing roles, the challenges of meeting commercial expectations and legal obligations and the innovations taking place in online newsrooms. It provides journalism and interactive media scholars with case studies on the changes taking place in journalism?s relationship with its consumers.