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The Apple Watch will expose how little publishers know about their readers
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Articles by Joshua Benton

Joshua Benton is director of the Nieman Journalism Lab. Before spending a year at Harvard as a 2008 Nieman Fellow, he spent 10 years in newspapers, most recently at The Dallas Morning News. His reports on cheating on standardized tests in the Texas public schools led to the permanent shutdown of a school district and won the Philip Meyer Journalism Award from Investigative Reporters and Editors. He has reported from 10 foreign countries, been a Pew Fellow in International Journalism, and three times been a finalist for the Livingston Award for International Reporting. Before Dallas, he was a reporter and rock critic for The Toledo Blade. He is a big nerd who started blogging when Bill Clinton was still president. (Josh’s Google Profile)
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Apple’s new wearable may or may not be a big hit. But either way, it’s a harbinger of a new class of truly personal devices whose users will demand customized experiences. News companies aren’t ready to provide them.
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Nine publishers have signed on, hoping it’s a way to better monetize mobile traffic they struggle to turn into dollars. But is it a smart adjustment to digital reality — or a surrender?
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Its core ideas have always been compelling, but Circa has been unable to find an audience large enough to attract new investment.
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It wants to be a “real-time magazine” on the web, connected to its print heritage. But stripping out the visual noise won’t please everyone.
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