On one hand, this means that news organizations like the Wall Street Journal are getting smarter, more attuned to the digital ecosystem, and more focused on their users, which may be good for business. On the other hand, the push to personalize the news involves a degree of targeting and profiling based on how users behave. It’s creating an environment in which readers are discovering the news, but the news is also finding them. Just as ads are increasingly mimicking editorial content, the news is coming under increasing pressure to borrow some of the logic and tools of advertisers.
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