3 awesome personalisation in publishing examples

The UK publishing industry is one of the largest in the world. It generates over £6bn per year. Pre COVID-19 the industry has been through a process of significant digital transformation, post COVID-19 online is even more paramount to it’s success. A seamless relevant digital experience is key, which is why all publishers must implement personalisation throughout it’s customer experience, from web to email to in app.

Here are three of our top picks of publishers that are doing personalisation well.


Buzzfeed is one of the most popular online publishers today, generating over 2.5million website visits per year.

They also do email and web personalisation incredibly well.

Buzzfeed heavily segments their readership to offer them publications based on specific brands: Buzzfeed News, Buzzfeed Buzz, Buzzfeed Quizzes and Buzzfeed Life. They use these brands to personalise both their email and website experiences. Ensuring the content is highly relevant to the readers’ interests.

Buzzfeed also uses the simple tactic of suggested content, or “More Like This”, to guide readers  to new articles, quizzes and videos that are relevant to their previous activity.


UK institution, The BBC, generates over 10million visits to their website per year. Impressive.

The BBC gathers user preferences so that they can offer a highly tailored experience. As soon as a user signs in.

Users are able to add topics they are interested in to their account. As well as set their location and demographics for local news, weather and personalised content.

This enables the BBC to offer a unique and personalised homepage to readers. And send relevant newsletters, full of personalised news, content, video and audio channels.


Penguin excels in tailored content. All while keeping their data capture process simple.

Instead of asking lots of questions at sign-up, they simply ask readers to select a bookshelf that has inspired them. This makes the process both engaging and fun, instead of a chore.

The data captured enables Penguin to segment their readers to personalise future emails and communications. Their strategy is far more tailored, as it profiles based on specific interests, instead of rigid genres such as non-fiction, history or travel.


These examples are taken from The essential guide to personalisation in publishing. To find out the steps to personalisation in the publishing industry download the guide now.

Meet the author

Komal Helyer

VP Marketing