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return false;"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M389.2 48h70.6L305.6 224.2 487 464H345L233.7 318.6 106.5 464H35.8L200.7 275.5 26.8 48H172.4L272.9 180.9 389.2 48zM364.4 421.8h39.1L151.1 88h-42L364.4 421.8z"/></svg> </a></li></ul><div class="topnav-buttons"> <a href="#" data-toggle="modal" data-target="#lc-subscription" class="btn-desktop-only pulse-button v5 topnav-btn"> <span class="button-inner"> XP² Newsletter </span> </a> <a href="/newsletter/" class="pulse-button v5 topnav-btn btn-mobile-only"> <span class="button-inner"> XP² Newsletter </span> </a></div></div></div><div class="lc-progress-wrap"><div class="lc-scroll-progress"></div></div></header><article id="post-6380" class="et_pb_post post-6380 article type-article status-publish has-post-thumbnail hentry article-category-targeting-personalization article-industry-media-publishing article-tags-personalization-within-the-organization article-function-bi-analytics article-function-conversion-optimization article-function-leadership article-type-industry-research article-type-thought-leadership"><div class="article-content"><div class="article-head-content-inner"><div class="article-breadcrumbs"> <a href="https://www.dynamicyield.com/articles/" title="Articles">Articles</a> <a href="https://www.dynamicyield.com/articles/category/targeting-personalization/ ">Targeting & Personalization</a></div><h1 class="article-title">Why News Publishers Are Still Getting Personalization Wrong</h1><h2 class="article-excerpt">Unprecedented access to data has introduced a whole new set of problems (and opportunities) for news publishers competing for digital attention</h2><div class="article-authors lc-flex"><div class="article-author-box lc-col lc-flex"><div class="article-author-image lc-col"><div class="entry_author_image"><img src="https://www.dynamicyield.com/wp-content/authors/ohad-11.jpg" alt="Ohad Flinker" width="76" height="76" /></div></div><div class="article-author-title lc-col"><div class="article-author-name"> <a href="https://www.dynamicyield.com/blog/author/ohad/" title="Posts by Ohad Flinker" rel="author">Ohad Flinker</a></div><div class="article-author-title-text"></div></div></div></div></div><div class="entry-content article-entry-content"><div class="article-entry-content-inner"><p>News publishing is experiencing a fundamental shift on all fronts – every aspect of its creation, distribution, and consumption is being redefined for a digital existence. While retail was among the first industries to respond to radical digital disruption, traditional news media has taken many more years to evolve. The shift to digital means a painful, inevitable changing of the guard few news organizations are willing to share publicly. It also means taking a closer look at declining year-over-year advertising revenue, accounting for nearly <a href="https://www.journalism.org/2014/03/26/the-revenue-picture-for-american-journalism-and-how-it-is-changing/" target="_blank" rel="noopener noreferrer">70% of a news organization’s financial lifeblood</a>. To effectively monetize, news publishers are making <strong><a href="https://www.dynamicyield.com/article/personalization-guide/" rel="noopener" target="_blank">personalization</a> and optimization a core component of news publishing</strong>.</p><h2>Digital First Heralds Big Data (and Bigger Business)</h2><p>Selling papers is all but dead. In a digital marketplace, news media is in the business of selling page views. This means every publisher must embrace technological, data-driven methodologies once reserved for technology companies. If the balance between quality editorial and commercial interests used to present a challenge, unprecedented access to data has introduced a whole new set of problems (and opportunities) for news publishers competing for digital attention.</p><p>Consider the meteoric rise of the Huffington Post, acquired by AOL for $315 million in 2011. That publication’s continued success is a direct result of the digital marketplace it has embraced since launch. Its continued success is attributed directly to best practices and methodologies known to technologists, but unfamiliar to many publishers at best (or scorned at worst).</p><p>Thanks to integrating a data-driven approach (e.g. allowing article headline testing to influence the editorial process and craft the most attractive content), the <a href="http://blog.newswhip.com/index.php/2014/07/biggest-facebook-publishers-june-2014" target="_blank" rel="noopener noreferrer">Huffington Post was ranked by Newswhip</a> as the top shared Facebook publisher this past September. Of the top 10 Facebook publishers, three are primarily algorithm-driven (Buzzfeed, Upworthy, and Playbuzz). These figures are echoed in The New York Times’ own illustration of how the publisher is losing digital readership.</p><p> </p><p><a href="https://www.scribd.com/fullscreen/224608514?access_key=key-TiQrYKIlOq2iHdtIubdB&allow_share=true&escape=false&view_mode=scroll" target="_blank" rel="noopener noreferrer"><img fetchpriority="high" decoding="async" class="aligncenter wp-image-6383" src="https://www.dynamicyield.com/wp-content/uploads/2014/12/NYT-leaked-innovation-report-graph-1024x468.png" alt="New York Times Leaked Innovation Report" width="767" height="351" /></a></p><h2>It’s the Algorithm, Dummy</h2><p>To stay relevant, news publishers are approaching personalization and optimization as a strategic process:</p><ul><li><a href="https://www.scribd.com/fullscreen/224608514?access_key=key-TiQrYKIlOq2iHdtIubdB&allow_share=true&escape=false&view_mode=scroll" target="_blank" rel="noopener noreferrer">The New York Times’ leaked Innovation Report</a> quickly went viral on March 24th. The discussion of personalization (p 37) is especially interesting. Boris Chen, the Times’ data scientist, is quoted saying “It’s possible we’re using the entirely wrong algorithm,” followed by an appeal to include editors in the process.</li><li>The following Monday, Cory Haik, senior editor for digital news at The Washington Post, announced <a href="http://www.washingtonpost.com/blogs/ask-the-post/wp/2014/03/31/announcing-social-show-a-real-time-social-context-layer/" target="_blank" rel="noopener noreferrer">Social Flow, the Post’s real-time social context layer</a>. This is part of a series of initiatives to digitally upgrade the publisher’s business model. Jeff Bezos, who bought the Post for $250 million last year, is one of the pioneers of digital personalization as Amazon CEO. Last week, the publication announced the launch of its Kindle app. Mr. Bezos is credited as the app’s <a href="http://www.nytimes.com/2014/11/20/business/media/jeff-bezos-makes-his-mark-on-washington-post-with-new-kindle-app.html" target="_blank" rel="noopener noreferrer">“most frequent beta tester”</a>.</li><li>This past July, <a href="http://www.mobilemarketer.com/cms/news/media/18306.html" target="_blank" rel="noopener noreferrer">Fox News reported a 20% increase in mobile traffic</a> as a direct result of optimization efforts. As Chief Digital Officer Jeff Misenti explained, “We want to make sure that FoxNews.com performs well for our users regardless of how or where they might be accessing the site.”</li></ul><p>The above examples illustrate the imperative to bring quality journalism into the 21st century. That transformation is just beginning to take shape. While some publishers are overhauling the entire business, others are free to start on a smaller scale. Many are testing front page elements recommending personalized content, identifying which articles or native advertising elements perform more effectively. Testing different headlines or images for the same article offers an increased level of granularity. By analyzing how different audiences consume content, publishers can make editorial decisions that are supported by the data. As new stories break, the right blend of automation and real-time <a href="https://www.dynamicyield.com/lesson/web-personalization/">website personalization</a> can actually empower editors to increase readership without compromising journalistic excellence.</p><p>As data analysis becomes critical to the success of news publishers, editors will find new, creative ways to integrate the wisdom of digital readers into the editorial process. While machine algorithms can never replace an experienced human editor, they can (and do) make an editor’s job easier. Successful publishers will learn to strike the right balance between editorial excellence and automation. This means integrating the right technologies that enable publishers to listen to readers – offering them precisely what they want, at the right time, and on their favorite device.</p><div class="article-separator"><svg width="54" height="26" viewBox="0 0 54 26" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M53.0088 25.6367C52.7884 21.9564 51.8025 18.3625 50.1141 15.0849C48.4256 11.8073 46.0718 8.9181 43.2031 6.60203L43.2031 25.6367L53.0088 25.6367Z" fill="black"/> <path d="M14.4395 3.59038C10.3237 5.69174 6.82743 8.83082 4.29638 12.6973C1.76533 16.5638 0.28711 21.0239 0.0078125 25.6367L14.4395 25.6367L14.4395 3.59038Z" fill="black"/> <path d="M17.6563 2.20809L17.6562 25.6367L39.9829 25.6367L39.9829 4.36701C39.9829 4.36701 30.7303 -2.31342 17.6563 2.20809Z" fill="black"/> </svg></div><div class="article-tags-block"> <strong>Tags:</strong> <a href="https://www.dynamicyield.com/tags/personalization-within-the-organization/">Personalization within the Organization</a></div></div><div class="article-content-sidebar"><div class="article-content-sidebar-inner"><h4>Read next</h4><ul class="article-sidebar-nav"><li> <a href="https://www.dynamicyield.com/article/the-enterprise-guide-to-ip-warning/">The enterprise guide to IP warming: Boost deliverability, ensure compliance, and power seamless journeys</a><div class="article-sidebar-nav-author">Ravit Morales</div></li><li> <a href="https://www.dynamicyield.com/article/where-human-ingenuity-fits-in-the-ai-era/">Where human ingenuity fits in the AI-driven marketing era</a><div class="article-sidebar-nav-author">Yaniv Navot</div></li><li> <a href="https://www.dynamicyield.com/article/reconnect-your-customers-with-the-right-message-at-the-right-time/">Reconnect your customers with the right message at the right time</a><div class="article-sidebar-nav-author">Emily Roberts</div></li></ul></div></div></div></div></article></div></div><section class="lc-subscription-section"><div class="lc-subscription-form-block lc-subscription-inner"><h4 class="lc-subscription-title">Sign up for the XP² newsletter</h4><div class="lc-subscription-text">Join thousands of readers from Target, Citi, Spotify, Hulu, Google, Sephora, and other innovative brands who read our bi-weekly XP² newsletter, delivering educational content, research, and insights straight to your inbox</div><form class="mktoForm" data-formId="3876" data-formInstance="sub-inline"></form><div class="lc-privacy-wrapper"><div class="lc-privacy"> You may unsubscribe at any time. 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