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New INMA report offers personalisation primer for news media companies

By Dawn McMullan

INMA

Dallas, Texas, USA

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To engage and retain readers, news publishers must find ways to satisfy customers’ specific needs, interests, and habits through new personalisation practices, according to a report released today by INMA.

Per the report, as news publishers begin understanding how to better provide personalisation for customers, they can implement new practices that yield measurable results.

Medium uses a prompt to ask users what they are interested in and clearly points to the fact that this information will allow it to make personalised recommendations.
Medium uses a prompt to ask users what they are interested in and clearly points to the fact that this information will allow it to make personalised recommendations.

“Best Personalisation Practices for News Media” draws readers deeper into the world of personalisation, giving detailed examples of what news media companies around the world have done. The report covers: 

  • How consumer expectations have been altered and shaped by such companies as Spotify and Netflix.
  • The two types of personalisation — active and passive.
  • Where personalisation should take place. 

Gone are the days of the “average customer,” the report says, and personalisation is no longer optional, but rather a necessary component for success. To delight customers, publishers must know what customers’ needs are and determine the best way to meet them.  

Download the report here

Written by INMA Product Initiative Lead Jodie Hopperton, “Best Personalisation Practices for News Media” is designed to help inform next steps and offers ideas that can be used to help media companies move forward and give customers the personal touch they require. 

Financial Times adds related topics when customers conduct a search, which encourages people to add interests and preferences.
Financial Times adds related topics when customers conduct a search, which encourages people to add interests and preferences.

The report features examples and case studies from News Corp Australia, Aftenposten, Gannett, Bild, Mediahuis Netherlands, Schibsted, South China Morning Post, Yahoo, NZZ, Le Figaro, Financial Times, The Atlantic, The New York Times, and Sophi.io. 

“Best Personalisation Practices for News Media” is available for free to INMA members and registered users at INMA.org. All others may register and download here.

About Dawn McMullan

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