One of the topics generating the most buzz this year at INC4 is how to get audiences to create personas that facilitate the type of individuation and personalization from which publishers and advertisers can benefit at a time when users are seriously re-evaluating online privacy.

Facebook's latest privacy debacle (in May) seemed to leave social media and online media consumers reeling, spawning a mass exodus not only from Facebook, but causing users to begin pulling back the reins on the amount of information they release onto the Web at large.

Perhaps navigating this conundrum won't be such a daunting challenge for newspapers, considering how far ahead of the game they are already in terms of customer knowledge. It's how they choose to leverage those relationships and that knowledge that will be key in gaining their readers' trust to move these personalized, or individuated initiatives forward.

-Tara McMeekin 

 

 

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