> NPG Digital personalises around 80% of its app homepage for every user, including readers who aren't logged in. Personalisation is the entry point to the lifecycle rather than a subscriber benefit

> The mix matters. Readers explicitly pick a region and topics, while machine learning handles the rest, including surfacing content from whichever audience group they read most, be that parents, sport or crime

> Personalised teasers get 10% click-through against 3% for manually placed content. Paywall hits are up 10% and average active days per subscriber up 28%

> The clearest example is a local football club. Showing FC Energie Cottbus updates to everyone produced weak engagement. Showing them only to fans identified by reading behaviour transformed it

> Their new chat assistant answers only from NPG's own journalism, and doubles as research. When readers ask questions directly, they tell you what they actually care about

As a local media company, you might assume we’re playing a different game than the likes of Netflix or Spotify. But when it comes to user expectations, we believe we share the same audience mindset: people want the right content at the right time.

We publish more articles than any single reader could ever consume. Our challenge isn’t a lack of content — it’s making sure each reader sees what’s truly relevant to them.

That’s why we’ve made personalization a core principle of our product strategy. And nowhere is this more critical than on the homepage, where readers begin their journey. Today, 80% of our homepage is personalized.

Our goals: Relevance, Conversion, Retention

We’re not personalizing for the sake of being modern. We do it because it works — across every key metric:

• Conversion: Relevant content improves paywall hits and subscriber growth.
• Engagement: Readers return more often when they see what interests them.
• Churn prevention: Retention increases when readers consistently find value.

And this doesn’t just apply to our paying customers. Even non-logged-in users receive a personalized homepage, making personalization the entry point to our customer lifecycle.

How we built our personalization engine

Our personalization is powered by a mix of user-configurable modules and algorithmic recommendations, including:

1. “My Region” – users select their preferred local area.
2. “My Topics” – users choose their topic interests.
3. 1:1 Recommendations – machine learning models predict article interest.
4. “7 at 7” – a daily story-format summary with AI-generated snippets.
5. Audience-based recommendations – we surface articles aligned to the reader’s most-read “audience group” (e.g. parents, sports or crime fans), based on behavioral data.

All of this is driven by our central data warehouse, where we track reading behavior, user choices, subscription status and more. Our data team creates recommendation models to serve personalized content in real time.

The results: +10% paywall hits and a 3× higher CTR

Since launching our new homepage strategy earlier this year, we’ve seen strong results:

• +10% increase in paywall hits
• Personalized teasers: 10% CTR (vs. 3% for manually placed content)
• +28% increase in average active days per subscriber

One standout example: local football team FC Energie Cottbus. When we showed updates to all readers, engagement was low. Now, we only show the module to fans — identified through their reading behavior — and engagement has skyrocketed.

Every step of our rollout has been tested via A/B experiments. And importantly: we partnered closely with the editorial team throughout. That collaboration was key.

Beyond the homepage: Email, push and conversational UX

Personalization doesn’t stop at the homepage. In fact, it’s working across every product touchpoint:

• Our personalized newsletter is our best-performing email by far (opens and CTR).
• We’re expanding personalization into push notifications and other channels.
• And now, we’re launching a new feature: “Frag mich” (Ask Me) – a chat-based assistant powered by generative AI.

Readers ask questions and get instant answers based exclusively on our editorial content — no hallucinations, no third-party data.

This conversational format opens the door to a radical new type of personalization — one where the user explicitly tells us what they care about. And in return, we get invaluable feedback on which topics truly matter to our audience.

Our next chapter: Personalization everywhere

Looking ahead, our goal is clear: personalized experiences on every page, in every channel — web, app, email, push.

The app is at the heart of our strategy. We see it as the place where we can combine timing, format and relevance into a single product: whether it’s a long-form article, a short summary, a Q&A, a podcast or a video.

Personalization isn’t just a feature. It’s the foundation for modern, user-centered journalism — and we’re building every part of our ecosystem with that in mind.

Want to know more? Feel free to get in touch!

> NZZ has built an Editorial Product Development team that sits beside the classic product team. Three editorially-minded people translate journalists' needs into product decisions rather than imposing product thinking on them

> Each of the three keeps a foot in the newsroom, spending two days a week in their original editorial role. One is a former newsletter editor, now the newsletter product manager

> The journalists who suit these roles aren't the ones who love the craft most. They are the ones already asking about target groups, business goals and internal processes

> Research found readers couldn't tell opinion pieces from news. The fix, showing the writer's face in the teaser, needed editorial buy-in, and it lands better from a colleague than from a product manager with post-its

> Because the team already knew the photo desk's workflows, defining requirements took half the time. Success is measured on completion rates, recirculation and engagement, treated as a leading indicator for churn

With a product background from the airline industry, I first entered the media industry 5 years ago. Thanks to my understanding of data, I began in advertising before moving into subscription. I quickly realized that editorial newsletters were the best-performing conversion tool, so gradually shifted my focus there, putting my product knowledge to use again. 

At NZZ, where I work now, they were looking for a product manager for their newsletter portfolio – perfect! So I joined 4 years ago. Today, I’m responsible for the entire editorial product development.

What is “Editorial Product Development”? 

Editorial Product Development aims to establish a new way of working that respects journalism while making it more audience-centric.

The concept bridges the gap between editorial and product teams. This takes more than alignment meetings and shared goals. It requires a role that speaks the language of editors while thinking in product principles.

Enter Editorial Product Development! It brings together product- and editorial-minded individuals to align newsroom workflows with audience-driven strategies while preserving editorial independence. It translates the needs of journalists into product  solutions and ensures that decisions empower the newsroom rather than burden it. 

Building this Editorial Product team 

There are 3 editorial-minded individuals in our team. One focuses on digital workflows, such as homepage curation, planning tools, push notifications, etc. The second is the Newsletter PM, who previously worked as a newsletter editor and therefore has operational experience of what works and  what doesn’t. Finally, we have the Editorial PM for off-platform work – an essential perspective for any new product development today. Each of them spend 2 days a week in their original editorial roles and the rest of their time in a more product-focused role within my team. We sit next to the classic  product team, who manage the website and app features – while we focus on making the content come alive. 

A powerful combination

You have strong UX professionals coming from product, who deeply understand user needs and how to act on them. At times, their deep empathy can lead to a strong user-first perspective. Journalists offer a valuable counterbalance. They come with a clear story to tell and a drive to share it, even if it’s not always based on detailed user research. 

Bringing these two mindsets together – such as having a journalist step into a product management role – creates a powerful blend. It’s the kind of balance media companies need to serve both their audience and their editorial mission. 

How to pick the right journalist 

There are journalists who quite simply love the craft – they want to write the story, produce the video, or create the podcast, but aren’t particularly interested in what happens after publication. They are essential! People ultimately come to us for our stories, no matter how great the product experience is. However, they are not necessarily the ones who will thrive in product roles.  

Others are curious to go beyond content creation. They ask questions about target groups, business  goals, and internal processes. These journalists show potential for working in product. Bringing them into product roles not only increases the chances of success but also fosters greater acceptance and cultural change. 

“Media companies cannot afford to treat product development as separate from editorial realities.  The best digital products come from organizations where product and editorial teams co-create rather  than operate in silos. Empathy makes this possible – empathy not just for readers, but for the people  who bring the stories to life every day. If we want to build truly impactful media products, we must  start by understanding and supporting them.”

The team’s work in practice 

When launching a new audience feature, an Editorial Product Manager doesn’t just look at  engagement metrics. They also analyse how it impacts storytelling and how it fits into the workflows and constraints journalists face under tight deadlines. This understanding is crucial for developing products that support rather than hinder the newsroom. 

One case study involves opinion pieces. User research revealed that while some readers – especially younger audiences – prefer unbiased facts, others enjoy opinion-based content. However, many readers couldn’t distinguish opinion pieces from regular articles. One idea was to display the editor’s  face in the teaser when it’s an opinion piece. Here, Editorial Product Managers played a crucial role,  particularly in two ways: 

1. The cultural aspect: We needed editorial buy-in. Not every journalist is thrilled about having their picture attached to an article. But if the idea comes from someone within editorial who understands their work, it’s received much better than if a “product guy” comes along with post-its  and user-centric arguments. 

2. The process aspect: We had never used photos of editors at article level before. We needed  support from the photo editorial team to source consistent images. Because Editorial Product Managers already know these workflows and backend processes, defining requirements and  moving forward took half the time. 

What does success look like for Editorial Product Managers? 

Our work contributes to overarching business goals, such as increasing subscription or advertising revenue. Success is measured using journalistic performance metrics, depending on the initiative – such as article completion rates, content recirculation, or user feedback. Ultimately, engagement is our  key success indicator. It drives conversions and prevents churn. Engagement thus serves as a proxy for harder KPIs like subscription sales and cancellations, which it significantly influences. 

Success is also about empathizing with journalists: helping their stories gain the value they deserve from both audiences and the business. Journalists sometimes feel that their role is becoming less important – when in fact, the opposite is true.

Here are four things you can learn from the NZZ:

1. Four Mission Teams along the Subscriber Journey

The NZZ works in four cross-functional mission teams that are organized along the subscriber journey: Discover, Subscribe, Engage and Delve deeper.

So the first step is to create a positive first contact with the NZZ for as many people as possible, then to bring them closer to the brand through registrations, podcasts and newsletters  convert them to a subscription and finally build loyalty and increase ARPU through additional offers and upgrades such as the premium subscription “PRO Global”.

The missions are intended to break down silos and bring product, UX design, technology, marketing, data and editorial teams closely together. Each mission consists of a core team from three disciplines (product, design, technology), which draws support from adjacent teams depending on the project.

Aligning the customer journey means that there are clear responsibilities and each team has KPIs that are easy to measure. But Alban also sees challenges in that users are not accompanied from start to finish and there are sometimes dependencies between teams that make the work more difficult.

That’s why he’s currently working on revising the team structure as part of his leadership program at Columbia University. Because, just like product development, organizational development should be driven forward iteratively and learnings implemented efficiently.

2. From registration to subscription

Alban’s team is responsible for discovery, which roughly means from the first contact with the brand to registration and subsequent onboarding.

They are currently experimenting with registration walls and when this makes more sense than a paywall to build up a pool of interested users.

After registration, he considers the first 100 days to be crucial, because if you don’t take out a subscription by then, in most cases you won’t do so again.

The most important product to get started with is the daily NZZ Briefing. Readers receive this automatically after registering and it is designed to build a habit of reading NZZ journalism.

But it is also important for them to ensure that their offerings are used as widely as possible. That’s why podcasts and videos are also recommended to registered readers, even if they are usually available for free. It’s about building a relationship with the brand in a variety of ways, developing loyalty and trust.

3. Using personalization to combat the filter bubble

Personalization plays a major role on NZZ, especially in the newsletter, “My NZZ”, and in reading recommendations below articles.

However, one should pay attention to the users’ needs and concerns. They fear missing out on important topics because they don’t match their profile or because they sink deeper and deeper into their own bubble.

That’s why the personalized NZZ products are designed so that you always see the most important news whilst also getting targeted inspiration for topics that broaden your horizons.

To do this, the internal data team develops models based, for example, on users with similar profiles.

The homepage and the NZZ Briefing are not yet personalized. Alban hasn’t ruled this out, but they would like to use more editorial expertise in this area and curate topics that are relevant to readers.

He generally sees personalization as a retention rather than acquisition tool. On the one hand, the data to give good recommendations is (still) missing at the acquisition moment, but on the other hand, the reading recommendations are only valuable if you have a subscription in order to access the articles.

4. Develop new markets with verticals

NZZ, for example, has set up verticals with “Planet A” for climate journalism and “Well-Being” to attract users in new subject areas.

The verticals often start with a newsletter or podcast, but are then expanded to other areas.

They are managed by editors who serve as the face of the brand and work closely with the product team. This is also one of the big differences to departments, because verticals can work like small startups within the company, pursuing their own goals and being developed by cross-functional teams.

Even if the verticals open up new topics, they must always have a connection to the core product, because only then can readers be transferred to the core subscription. Depending on how much they already offer for these target groups, Alban recommends different strategies.

What he advises against: cheap subscriptions for individual verticals. They should continue to contribute to the core business and not shift the focus away from the normal NZZ subscription.

Find more of Lennart’s work on Subscribe Now.