Personalisation opportunities for news media are focus of new INMA report

By Dawn McMullan


Dallas, Texas, USA


How to strategically assess and demystify the opportunities of personalisation on news media products is the focus of a new report released today by the International News Media Association (INMA). 

“A Personalisation Primer for Media Companies” by INMA Smart Data Initiative Lead Ariane Bernard focuses on:

  • Evaluating the possible impact of personalisation on products.
  • Understanding KPIs for personalisation.
  • Ways to ramp up a personalisation programme and where it can be applied.
  • The different methods of personalisation.
  • What you need to get started: team, tech, and candidate projects.

The INMA report is designed for executives wondering whether or how much to invest in personalisation, marketing teams wanting to know how to execute, and product teams looking to deepen their understanding of how it works. 

Nick Diakopoulos, a professor at Northwestern University in Chicago, is one of several experts interviewed for the report.
Nick Diakopoulos, a professor at Northwestern University in Chicago, is one of several experts interviewed for the report.

As the adoption curve of personalisation in news media meets technology acceleration, Bernard argues the time is right today for the c-suite, newsrooms, product, and data leaders to elevate the subject to enhance engagement across Web sites, apps, newsletters, and more. 

While the media industry has been using some level of personalisation for a decade or more, even the most advanced publishers are far from proficient — and methods continue to advance, Bernard said.

Per the report, this moment in the personalisation journey has left many publishers with pressing questions that reach beyond the basics. “A Personalisation Primer for Media” seeks to answer these key questions from INMA members across the media organisation and those outside of the data team. 

“Benchmark where you are on your personalisation journey, take a peek into realistic resourcing for personalisation, or use the report to frame the conversation about personalisation at your media company,” said Earl J. Wilkinson, executive director and CEO of INMA. “I am told by smart people that personalisation as a topic has overtones of sorcery, lies, or broken promises. I hope this report sheds light on that darkness and demystifies the subject for a fuller embrace by media.” 

“A Personalisation Primer for Media” is available for free to INMA members and for purchase by non-members at It represents a companion report to last month’s “Best Personalisation Practices for News Media,” which can be accessed by clicking here. Combined, the reports offer a complete strategic and tactical look at the subject of personalisation.

About Dawn McMullan

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