Press Room

Personalisation opportunities for news media focus of new INMA report

27 October 2022

DALLAS (27 October 2022) – 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.

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 Companies” 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 Companies” is available for free to INMA members and for purchase by non-members at

It represents a companion report to last month’s “A Personalisation Primer for Media Companies.” Combined the reports offer strategic and tactical looks at the subject of personalisation.

About International News Media Association (INMA)

The International News Media Association (INMA) is a global community of market-leading news media companies reinventing how they engage audiences and grow revenue. The INMA community consists of over 20,000 members at 900+ news media companies in 82 countries. INMA is the news media industry’s foremost ideas-sharing network with members connected via conferences, reports, Webinars, virtual meetings, an unparalleled archive of best practices, and strategic initiatives focused on digital subscriptions, smart data, product, advertising, newsrooms, and the emerging relationship between publishers and Big Tech platforms. Read more here.





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