Geeking with Greg Blog writes:

"Google CEO Eric Schmidt has been talking quite a bit about personalization in online news recently. First, Eric said:
We and the industry ... [should] personalize the news.

At its best, the on-line version of a newspaper should learn from the information I'm giving it – what I've read, who I am and what I like – to automatically send me stories and photos that will interest me.
Then, Eric described how newspapers could make money using personalized advertising:
Imagine a magazine online that knew everything about you, knew what you had read, allowed you to go deep into a subject and also showed you things... that are serendipit[ous] ... popular ... highly targetable ... [and] highly advertisable. Ultimately, money will be made."

Source: http://glinden.blogspot.com/2009/10/google-ceo-on-personalized-news.html