While watching TV a few nights ago, I caught Hewlett-Packard’s marketing campaign, “The Computer is Personal Again,” and thought about how so many newspapers could thrive if they adopted that very concept. We are living in a time that capitalizes on convenience; personalization is the key.
“These pages allow us to gather together— both from HuffPost and from around the web—all the best news and opinion on a hot topic and bring it to you in a compelling, easy-to-digest format.”
–Arianna Huffington
The idea was simple: to become the aggregator of existing aggregators. According to Wired, aggregators
“allow users to subscribe to feeds from sources as diverse as the BBC, Sci-Fi, Today, Slashdot and thousands of bloggers across the world. The services work by checking an Internet address at a regular interval, usually once an hour, to see if new content has been added."
One of the most popular aggregators, Digg, skyrocketed from 2 million users in April of 2007 to 15 million users and counting. Where the Main-Stream Media may choose to dismiss the power of aggregators, the HuffPost has used it to give its readers the ability to personalize their newspaper, allowing them to discover
“all about the topics you are most passionate about or want to know everything about.”
Putting the power in the hands of the public to become editors of their news content seems like an amazing idea, after all, as Benjamin Franklin would say, “time is money.” And if someone offers you a resource that will save you countless hours of net surfing by filtering all the stuff you want to read, of course you’re going to take it. So, you’re telling me that I don’t have to ruffle through the paper, get my fingers all dirty, skim through all the headlines until I find something I actually want to read—and I don’t even have to pay the daily 50 cents? I’m sold!