The future of newspapers, the near future at least, has been sitting in front of me for years and I never noticed till yesterday. The future lies in the way in which Amazon.com is set up for its users.
In order to use Amazon, you must register as a user. This is step one. After registering at Amazon, you can shop for things from any category and based on what pages you look at and what you purchase, a list of other recommendations (based on similarity of items and what other users also check after checking the item you check) is made. This list can then be viewed and modified by the user (by rating items you have bought, or by informing the site that you already own a certain item) and then better recommendations are given. Not only that, but recently, Amazon has added a feature that gives percentages of what people buy when they look at a certain page (i.e. 57% bought the item on this page, 13% bought item B, 10% bought item C, and so on). Lastly, users can start forum discussions on certain topics that can even be viewed from the forums of related topics/products so that buyer input can be seen for an item on its page and on the pages of related items. Also, users can rate useless comments that do not further the discussion, which are viewable, but not exposed in the conversation.
This is the format for the newspaper of the future.
Readers will register (for free or for a cost depending on publication). They will then search for news, and initial recommendations of other stories will be made, like “Other readers read the story on Monkeys you read, and then read this story on Zoos.” The website would take the stories viewed by a reader, based with the reader’s recommendations for readings and place those on the front page of the site when this user signed in. The front page would basically be custom made with the news that this person was most likely to read. The reader could of course search for other stories and viewing those would further customize his/her recommendations. The reader could also look at a list of recommended stories and rate how much they enjoyed them to further customize their experience.
Forums would be available for all stories, but users would vote on which comments were contributing and which were pointless insults and the good posts would be left while the bad posts would be removed.
Also, much like Amazon’s homepage will feature recommended products for me, it also tells me about certain sales and newly released items. In this way, the personalized “front page” of the website could feature mostly recommended stories but also have links to breaking news that the person might want to know about even if the news did not fall specifically under their recommendations that reflect their preferences.
Now, if people were to go online and use the website until a list of recommendations was pretty fleshed out for them, they could then select the option for a print version of the newspaper based on their recommendations to be sent to their house. Who wouldn’t read a print paper when they were assured to have it chock-full of stories that they know they would read anyway.
Basically, Amazon takes their user input (what their customers view, rate and buy) to tailor their webpage so that what pops up is something the consumer is most likely to purchase. News outlets can take this user input (what stories search, read, comment on or rate) to tailor their front page (be it wed or print) so that what is there is what are the stories each particular reader is most likely to read.
This would of course lead to some horrible science fiction future where advertisements begin be tailored specifically to consumers (“Hey Jim, I hear you have athlete’s foot…” etc) but it also could be used to give people the news they want immediately without having to sift through different web pages and web searches or multiple paper sections.
Thursday, November 15, 2007
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