#11 The News Homepage that wanted to be Smart. Dana Schlüenzen at Hamburger Morgenpost (MOPO)

When 80% of homepage clicks happen in the very top rows, this is exactly where personalization has the biggest impact.

At the same time, publishers face declining traffic from social platforms and search, making the homepage a central place to build direct relationships with readers.

In this episode of Insight Shapes News by Kilkaya, host Nils Ove Håland Riise talks with Dana Schlüenzen, Director of Product at Hamburger Morgenpost (MOPO), about how her team introduced personalization at the top of the homepage. She explains the challenges of early systems that worked like a “black box,” why editorial control was essential to move forward, and what changed when personalization was combined with transparency.

The discussion covers how MOPO tested personalization with its HSV football coverage, how the newsroom adapted, and what results followed: A 32% jump in CTR, evergreen stories resurfacing at the right time, and a newsroom culture shift that embraced personalization as a tool for strengthening direct reader relationships.

🎧 Topics we cover:

• Why the top rows drive 80% of clicks — and why personalization belongs there

• How “black box” algorithms undermine editorial trust

• The breakthrough: personalization with transparency and control

• Why direct engagement matters more as social/search traffic declines

• Lessons from testing on MOPO’s HSV football page

• Real results: 32% CTR growth and happier readers

• The cultural shift that turned skeptics into advocates

If you’re rethinking homepage strategy with personalization in a world where direct reader engagement matters more than ever, this episode offers both practical lessons and candid reflections from the frontline.

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Chapters

00:00 The Importance of Homepage Engagement
03:41 Challenges of Personalization in News
07:16 Balancing Control and Algorithmic Recommendations
11:09 The Role of Editorial Teams in Personalization
14:45 Testing and Learning from Personalization Strategies
18:17 Measuring Success: CTR and User Engagement
22:21 Cultural Shifts in Newsrooms
25:51 Future of Personalization in Journalism