In an attempt to launch or maximize their subscription businesses, publishers are now working on building loyalty by improving their readers’ experience. They do so by introducing personalized news which rely on algorithms and other pattern recognition solutions, or on the direct input from readers.The shift in editorial strategy, which implies moving away from quantity towards quality and relevancy, has happened in most newsrooms. According to this year’s survey by Digiday, 70% of publishers personalize content for their readers while the half of them who don't - plan to in the near future.The majority of publishers conduct passive personalization rather than active personalization. This means they collect information about readers’ location or browsing history in order to tailor content to them.The main reason why publishers haven’t introduced personalization yet comes down to either the lack of technical expertise or financial resources (and sometimes both). Strangely enough, most of them are not particularly concerned about the possible ethical issues of personalization practices - despite the fact that they may lead to forming filter bubbles.