The 1% 'rule'

Here's an article that discusses the 1% rule of online content creation!

"It's an emerging rule of thumb that suggests that if you get a group of 100 people online then one will create content, 10 will "interact" with it (commenting or offering improvements) and the other 89 will just view it".

Sad but true - how can we get over the 1% threshold? Ideas?