In the media industry content is no longer king, content delivered in the right context is now king. We need to deliver the right content at the right time to the right person. The dialog between a newspaper and their readers has to change from a blanket broadcast to the masses to a tailored conversation with the individual.
How can we create content and products that replicate natural conversation, if journalists had the ability to sit down and have a conversation with each of their readers, how would they adapt the conversation so as to best challenge, entertain and enlighten each reader based on their level of knowledge on different subjects.
Personalisation is all about improving the users experience of the product by adapting the product based on what we know about the user.