The Future of Media, Explained - from Press Gazette Personalisation is paying off for Hamburger Morgenpost
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Sep 24, 2025 Dana Schluenzen, Director of Product at Hamburger Morgenpost, shares insights into successful website personalization that improved click-through rates and user engagement. She discusses the impactful rollout strategy, the transition from a previous ineffective tool, and the importance of editorial control. Tarjei Gilbrant, CEO of Kilkaya, emphasizes informed personalization and avoiding black-box algorithms. Together, they explore how analytics dashboards enhance editorial decisions and how personalized experiences boost return visits, driving higher ad revenue.
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Regional Paper With Strong Direct Reach
- Hamburger Morgenpost is a regional Hamburg paper published weekly in print and continuously online with ~5–6M uniques monthly.
- Dana Schlunzen says the site focuses on Hamburg local news and soccer, driving heavy direct traffic.
Started Personalisation In Football Section
- Personalisation testing began right before Easter and started on a high-traffic football section as a 'second front page.'
- The team is gradually expanding personalization across parts of the main front page.
Control Beats Black-Box Algorithms
- Previous algorithm produced old or Discover-friendly clickbait that editors disliked and lacked transparency.
- Kilkaya allowed using existing KPIs to control what the personalization surfaces, avoiding a 'black box'.