'It's Kind Of A Myth That Readers Love Personalisation' | Articles | Digital Publishing | Innovation Enterprise
'It's Kind Of A Myth That Readers Love Personalisation' | Articles | Digital Publishing | Innovation Enterprise: How much of a place - if any - do you think personalisation has in digital publishing?
It's kind of a myth that readers love personalisation. They often say they do in surveys, but when you look at the data the engagement with those tools is generally low. Particularly with news, readers are reluctant to edit their own feed too much in case they miss out on important stories. Too much personalisation also kills the serendipity element. It's part of the mix, but it shouldn't dominate your thinking as a publisher.
It's kind of a myth that readers love personalisation. They often say they do in surveys, but when you look at the data the engagement with those tools is generally low. Particularly with news, readers are reluctant to edit their own feed too much in case they miss out on important stories. Too much personalisation also kills the serendipity element. It's part of the mix, but it shouldn't dominate your thinking as a publisher.