Die Washington Post hat mit dem eigenen Entwickler-Labor WaPoLabs einen sehr cleveren Schritt getan, der in Deutschland meist fehlt: Neue Produkte können im StartUp-Umfeld erdacht und entwickelt werden.
Trove war die erste spannende Entwicklung aus dem WaPoLab. Ein Aggregator, der personalisierte Nachrichten anbietet. Auf derselben Basis ging vor einigen Tagen auch die Personal Post live. Eine personalisierte Ausgabe der Washington Post, die sich den Lesegewohnheiten der Besucher anpasst. Techcrunch schreibt dazu:
That experiment is called Personal Post, and it’s available at personal.washingtonpost.com, where you’ll see a river of content that you can customize. If you’re already a member at WashingtonPost.com, you can log in and the site will offer headlines tailored to match your previous activity. If not, you can choose from of The Post’s “starter streams,” like National Pulse, Washington Life, and Sports Nut.
“Out of the tens of millions of readers that come to the Post every month we know that each one wants to consume a particular type of news,” says Katharine Zaleski, Executive Director of Digital News, in the Personal Post press release
For a first-time user, Personal Post can seem like just another collection of articles, albeit one that focuses on a specific collection of topics. Over time, however, readers can give The Post more information about their interests, which in turn will lead to a more customized feed. If there’s an article you don’t like, you can hit a button to remove it from your stream, or to see “less of this,” or to remove the entire topic from your interests. As you’re browsing the site, articles also have a “more” button, which allows readers to say that they want to see more of a certain type of article.
Das Zukunftsweisende an solchen und ähnlichen Konzepten ist nicht nur die Bindung und der Komfortgewinn für die Leser, sondern vor allem die neuen Vermarktungsmöglichkeiten, die sich dadurch ergeben: Anstatt auf Reichweite baut die Post damit ihre Relevanz aus (Die Jagd nach Reichweite vs. die Macht der Relevanz). Je nach inhaltlicher Vorliebe der Leser können inhaltlich passende Werbepartner akquiriert werden.
Es geht demzufolge nicht mehr darum, möglichst viele Leser auf der Startseite anzusammeln und die komplette Reichweite zu vermarkten, sondern darum viele kleinere aber relevantere “Themencluster” anzubieten. Der Werbekunde zahlt dadurch nicht mehr für Reichweite, die ihm nichts bringt (oder die er sich schlicht nicht leisten kann).
Durch die thematische Sortierung des bestehenden Contents und die individuellen Startseiten nach Interessen der Leser, erweitert sich das Angebot an potentiellen (und kleineren) Werbekunden für die Washington Post um ein Vielfaches.
Weitere Artikel auf netzleser:
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- Inhaltefabriken – Dienstleister statt Gatekeeper Da stellt es den deutschen Qualitätsjournalismus-Verfechtern wahrscheinlich die Haare auf: komplette Beiträge für 20 Dollar. Erstellt von irgendwem, der gerade Lust auf Schreiben hat oder sein mageres Freelancergehalt aufbessern will. Ob Journalist oder Hausfrau ist...
- süddeutsche.de wechselt Vermarkter: Klasse statt Masse sueddeutsche.de heißt jetzt süddeutsche.de und hat mit dem letzten Relaunch-Schritt auch den Vermarkter gewechselt. Seit 1.1.2012 wird süddeutsche.de von iq Media Marketing vermarktet und ist damit unter dem Dach eines der vielversprechendsten Netzwerke im deutschen...
- Tegernseer Stimme: feste Partner statt TKP-Werbung Nachdem istlokal.de Ende letztes Jahr das “Betriebssystem für Lokaljournalismus” vorgestellt hatte, wurden inzwischen die ersten Blogs auf das neue Layout umgestellt. Sowohl die Blogs des Rheinneckarblog-Netzwerkes, wie auch die Tegernseer Stimme haben in den letzten...
- Was Medienhäuser vom “HuffPo-Labor” lernen können Wann die Huffington Post zu uns kommt, ist noch nicht sicher. Dass sie kommt, scheint klar. Manchem Verleger ist dagegen scheinbar noch immer nicht klar, was das Konzept der HuffPo genau bezweckt. Reflexartig wird alles...
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