Seeing 404 error pages as a way to build a relationship with readers

Creative 404 error page that illustrates how you might feel when you stumble across one. (Not quite sure what’s up with the creature, but he’s so ugly he’s cute.)


Lately, I’ve been watching a lot of TED talks. I love the breadth of topics they cover, and how they add depth to what may otherwise seem like a surface-level experience.

I recently watched one about the experience of stumbling upon 404 error pages that alert people to broken links.

Renny Gleeson, whose background is in advertising, shows several examples of 404 pages in his talk. There are lots of other good examples, including these. The New York Times also has a creative one that links to a list of the Most Popular/Recommend stories.

But too often, 404 pages are dull; they draw people away from a site and rarely turn frustration into satisfaction.

Gleeson makes the point that “[A 404 page] is the feeling of a broken relationship” and says that “every error is really a chance to build a better relationship.” I love that last line and thought about it in light of our recent corrections audit.

It also reminded me of something that my colleague Craig Silverman wrote in his piece on why the public lacks trust in the media: “By publicizing and acknowledging our mistakes and failures, we show vulnerability. We show our human face. We make ourselves worthy of connection — and trust.”

And we build a better relationship with our audience.

Published by Mallary Tenore Tarpley

Mallary is a mom of two young kiddos -- Madelyn and Tucker. Mallary absolutely loves being a mom and often writes about the need to find harmony when juggling motherhood and work. Mallary is the Assistant Director of the Knight Center for Journalism in the Americas at the University of Texas at Austin, where she manages the Center's various programs related to distance learning, freedom of expression, and digital journalism. Previously, she was Executive Director of Images & Voices of Hope and Managing Editor of The Poynter Institute’s media news site, Mallary grew up outside of Boston and graduated from Providence College in Rhode Island. In 2015, she received a certificate in nonprofit management from Duke University. She now lives in beautiful Austin, Texas, with her kids, husband Troy and cat Clara. She's working on a memoir, slowly but surely. You can reach her at

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