Magazine article Folio: the Magazine for Magazine Management

Slate Delivers Personalized News Hub to Readers: New Web Features Used to Deepen Reader Connection to Brand

Magazine article Folio: the Magazine for Magazine Management

Slate Delivers Personalized News Hub to Readers: New Web Features Used to Deepen Reader Connection to Brand

Article excerpt

Slate is listening to the feedback from readers and leveraging it to improve its website--the publication rolled out a new feature online called MySlate, a tab that allows readers to create a personalized version of Slate based on their individual preferences.

"One of the things we've heard from readers on a pretty consistent basis is that they want a way to stay on top of their favorite columns at Slate and to track their favorite authors," says Dan Check, technical director for The Slate Group. "As we start adding more content to Slate by having more blogs and stories, we thought it was important that we have a way for users who have an established relationship with us, and who had specific things they want to follow, to make sure they're not missing anything. That's where this idea came from--having a service that allowed them to track [content preferences]."

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PERSONALIZATION=MORE ENGAGEMENT

Check says the company saw the opportunity of personalization as an avenue to provide a more relevant and contextual experience for readers, in addition to enhancing the engagement experience.

"We want them coming back to conversations that they're having in the comment section of different articles and this is a way for us to do that," he says. "The readers choose what topics they're interested in and then we'll present them with a list of stories and interactions on the site that match that."

Stories that fall into the same content bucket as reader preferences will appear at the end of articles, pushing the reader to keep engaging. …

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