Publishers must meet customers’ needs — new INMA report

Shifting to personalization products is critical for publishers

INMA report
INMA emphasizes that customer problems is critical for publishers. Photo credit: Roman Kraft on Unsplash

Dallas – To engage and retain readers, news publishers must find ways to satisfy customers’ specific needs, interests, and habits through new personalization practices, according to a report released on 29 September by the International News Media Association (INMA).

Per the report, as news publishers begin understanding how to better provide personalization for customers, they can implement new practices that yield measurable results. 

Best Personalisation Practices for News Media” draws readers deeper into the world of personalization, giving detailed examples of what news media companies around the world have done.

The report covers –

*How consumer expectations have been altered and shaped by such companies as Spotify and Netflix.

*The two types of personalization — active and passive.

*Where personalization should take place.

Gone are the days of the “average customer,” the report says, and personalization is no longer optional, but rather a necessary component for success. To delight customers, publishers must know what customers’ needs are and determine the best way to meet them. 

Written by INMA Product Initiative Lead Jodie Hopperton, “Best Personalisation Practices for News Media” is designed to help inform the next steps and offers ideas that can be used to help media companies move forward and give customers the personal touch they require.

The report features examples and case studies from Aftenposten, Gannett, Bild, Mediahuis Netherlands, Schibsted, South China Morning Post, Yahoo, NZZ, Le Figaro, Financial Times, The Atlantic, The New York Times, and

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 more than 20,000 members at 900+ 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, products, advertising, newsrooms, and the emerging relationship between publishers and Big Tech platforms.

The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future.

Web analytics show that we now have readership in North America and Europe amongst the 90 countries where our five platforms reach. Our traffic which more than doubled in 2020, has at times gone up by another 50% in 2021. And advertising which had fallen to pieces in 2020 and 2021, has started its return since January 2022.

As the economy approaches real growth with unevenness and shortages a given, we are looking forward to the PrintPack India exhibition in Greater Noida. We are again appointed to produce the Show Daily on all five days of the show from 26 to 30 May 2022.

It is the right time to support our high-impact reporting and authoritative and technical information with some of the best correspondents in the industry. Readers can power Indian Printer and Publisher’s balanced industry journalism and help sustain us by subscribing.

– Naresh Khanna

Subscribe Now


Please enter your comment!
Please enter your name here