SAN FRANCISCO, CA – The Verge has launched a new feature allowing readers to directly follow specific topics and companies covered on the tech news site, enhancing personalization and content finding. This update, rolled out today, enables users to curate a feed tailored to their interests, receiving updates via daily email digests and within their homepage feed.

The new “Follow” functionality is prominently displayed beneath article categories and company names throughout The Verge’s website. Users can click the “Follow” button associated with a topic like “Transportation” or a company like “Waymo” to subscribe to updates. A popover window explains that posts from the followed topic will be included in their daily email and homepage feed.

This move by The Verge aligns with broader trends in digital media towards increased personalization. Many news organizations are implementing similar features to combat information overload and cater to individual reader preferences.By allowing users to actively select the content they want to see, The Verge aims to increase engagement and build a more loyal readership.

The feature utilizes a system of categories and company tags, allowing for granular control over the types of content users receive. The Verge’s editorial team maintains these tags, ensuring accuracy and relevance. The initial list of followable categories includes Transportation, Electric Vehicles, and specific companies like Tesla, Apple, and Google. The site plans to expand the number of available topics based on user demand and editorial coverage.

The implementation of this feature is led by The Verge’s product and engineering teams, with input from the editorial staff. The technology underpinning the “Follow” functionality is integrated with The verge’s existing email marketing and content management systems. The Verge, owned by Vox Media, has over 30 million monthly active users as of Q3 2023, according to company reports. Vox Media also owns othre digital publications including New York Magazine, Eater, and Polygon.

The “Follow” feature is available on both desktop and mobile versions of The verge’s website and is accessible to all users, nonetheless of whether they have a Vox Media account. The company has not announced plans to monetize the feature directly, but it is expected to contribute to increased user engagement and possibly drive subscription revenue for Vox Media’s premium content offerings.