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.

In 2024, we are looking at full recovery and growth-led investment in Indian printing

Indian Printer and Publisher founded in 1979 is the oldest B2B trade publication in the multi-platform and multi-channel IPPGroup. It created the category of privately owned B2B print magazines in the country. And by its diversification in packaging, (Packaging South Asia), food processing and packaging (IndiFoodBev) and health and medical supply chain and packaging (HealthTekPak), and its community activities in training, research, and conferences (Ipp Services, Training and Research) the organization continues to create platforms that demonstrate the need for quality information, data, technology insights and events.

India is a large and tough terrain and while its book publishing and commercial printing industry have recovered and are increasingly embracing digital print, the Indian newspaper industry continues to recover its credibility and circulation. The signage industry is also recovering and new technologies and audiences such as digital 3D additive printing, digital textiles, and industrial printing are coming onto our pages. Diversification is a fact of life for our readers and like them, we will also have to adapt with agility to keep up with their business and technical information needs.

India is one of the fastest growing economies in nominal and real terms – in a region poised for the highest change in year to year expenditure in printing equipment and consumables. Our 2024 media kit is ready, and it is the right time to take stock – to emphasize your visibility and relevance to your customers and turn potential markets into conversations.

– Naresh Khanna

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