You may have heard about print publications personalizing content in the United States and in Germany, something that sounds difficult for standard printing presses. Some papers have also tried to do this online, where the process is much easier. But readers have been slow to use such services.

Cyberjournalist reports that, despite this discouraging news, the Seattle Post-Intelligencer has created personalization tools for every page of its website. The paper's online developer talked with the blog about its new features:

"We picked default modules (top AP, most read/printed/emailed) because they often include some rather interesting headlines. So even if people don't personalize it, there is still a good chance they might use the feature.

We also hoped to entice the one-stop-shoppers (people following a link to our site) to stick around a little longer.

We'll see if the feature catches on. If it does, it not only will increase page views but also has the possibility of creating some very targeted advertising opportunities."

The personalization trend mirrors the predictions of some that the future of newspapers lies in niche and local content. Instead of having selling news in bulk, most of which most people won't read, papers could profit from selling topic-focused sections which will result in more engaged readers and happy advertisers.

Source: Cyberjournalist