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#su2011: Forget hyperlocal, the future’s ‘hyperpersonal’

June 28th, 2011Posted by in Events, Hyperlocal

A new era of online publishing where readers are served ‘hyperpersonal’ news directly linked to their interests is taking shape, according to a consultant for world publishing body WAN-IFRA.

Stephan Minard told the organisation’s summer university in Paris, that personalisation would be the key element that will make modern news websites successful in the coming years.

Publishers needed to learn more about their readers, build up data on them and then serve an experience that is unique to them. Algorithms, not editors, were the new gatekeepers, he said.

Minard said news organisations could learn a lot from the world of marketing and e-commerce: “Personalisation is not science-fiction. It’s everywhere on the web – Google, Facebook, Amazon.”

Combining subscriber data, behavioural research and other data on a reader’s interests and habits, sites should be able to build a reliable picture of a user and serve content that is personalised to them.

Minard gave the example of the Washington Post, which launched personalised social news site Trove in April, which relies on a user’s Facebook interests to define their profile.

However, he issued a warning about offering content that was too personalised. There was a risk of isolating users in a “web of one” by only serving them material about a very tightly defined subject and cutting them off from the wider world.

Related content:

#su2011: iPad creates new demand for evening news

#su11: Swedish newspaper has massive hit with online open newsroom

City University research shows rapid grown of personalised news services

#mobilemedia11: Over 55s with iPads are sweet spot for the Telegraph

 

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  • http://blog.areyoupayingattention.com Chris Saad

    It’s always been ‘Personal’. We are just getting better and better at defining the person. Started with People, then Location and now, finally, we might be moving back to interests.

    It takes ALL of those signals + more to create a personal relevancy engine. Also see http://www.apml.org

  • David

    Kind of like this Patch.com editor in Silver Spring, MD (USA) who treated her readers to a video of her getting her legs waxed in a new salon: http://silverspring.patch.com/articles/fast-forward-getting-waxed. Personally, I think that’s too personal.

  • http://newstogram.com Neil Budde

    Stephan’s message is one we at DailyMe have been working to realize for many publishers. Our Newstogram platform builds profiles of each user’s interests and recommends the content most relevant to each user. It’s easy to deploy on any news site.

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