First, some excerpts on personalized news:
The perfect paper or newscast is becoming possible -- at least in the reader's or viewer's eyes. What is it you really want to know? We can personalize content now.The economies of scale with mass production of print newspapers or television broadcasts are much smaller on the Web. On the Web, we have the opportunity to print a different newspaper for each reader, giving each reader a personalized front page.
We’re not stuck on those 15-ton behemoths that miraculously manufacture a one-size-fits-all package over several hours that gets delivered over even more hours at great cost or captive of a 22-minute time slot engineered to reach a vast range of content tastes.
Next, some excerpts on personalized advertising:
The structure for advertising is changing from mass to targeted.Offline, we have no opportunity to show different advertisements to different people. The newsprint page, the TV broadcast, the billboard, all are static. Online, we can identify each viewer of the ad space and show something that is likely to be relevant (and maybe even helpful) to that viewer.
When you drop a cookie on someone in the digital space, the ads you serve that viewer become up to 200 times more valuable ... The future is about serving ads to people, not to pages or programs.
Just like Amazon shows a different page to each user -- a store for every customer -- newspapers should build a different page for each reader. Newspapers have gone far too long trying to apply the old static offline model to the online world.
Please see also my Nov 2004 post, "It's the content itself", on a much older speech by Tom Curley calling for personalized news.
[Tom Curley speech found via TechDirt]