DailyMe, a digital media, and technology company, just announced its new DailyMe.com site that features “dynamic news personalization” and an “advanced behavioral recommendation platform” for digital news content.
The personalization technology works so well on DailyMe.com, that the company is going to start offering the service to online publishers as a way to deliver more relevant content to consumers (which higher engagement, increased site traffic, and ultimately more advertising revenue). I like DailyMe’s value proposition for publishers for the following reasons:
- It will help publishers gain a better understanding of its readers’ interests
- It will help publishers personalize the user experience by providing recommendations based on the readers’ interests
- It shifts some control over the relationship to the consumer, which is something a lot of publishers could benefit from
- It creates new opportunities for publishers to generate revenue, without necessarily having to charge for online subscriptions
Of course, the more a publisher knows about its readers, the more the advertisers know about its readers. If I like to read a lot of articles about fishing, you’ll start seeing ads for bass boats. You know the drill.
I’d like to think this technology-centric news model will truly improve the news delivery process online, and not just another ploy to better target online ads. There are some really sharp media veterans working behind the scenes, including Neil Budde (helped run WSJ Online and Yahoo! News) and Eduardo Hauser (NPR board member and former head of AOL Latin America), so I’m pretty sure this one qualifies as a “one to watch.”
I think companies like DailyMe are on the right track. Rather than help organizations figure out how to charge for their same old content, why not provide them with a new set of tools they can use to deliver more value to their customers?
I would be far more inclined to pay for an all-you-can-handle online subscription if it came with technologies that would enable me to customize my news to include only the information I’m interested in. It would also be great if I received occasional “suggested news”, based on my content consumption patterns over time. Similar to “people you may know” intelligence systems are found in today’s social networks.
Sure, I can do some of that with my RSS reader or news alerts, but it should just be baked into the user experience at most online media sites.