The USA Today network is taking a page from facebook to playbook by reformatting its digital properties to give users more personalized web pages.

Since April, USA Today has tested a personalized design on its mobile site that caters to users of different content depending on whether they regularly visit the site or not, landed an article organically or through search, their location and their browsing habits. Last week, all of USA Today’s mobile web users received the new layout after it was initially only available to 25 percent of users.

Session duration is also becoming increasingly important for publishers as the great time spent on site has become associated with premium offerings. To keep users glued to their properties, publishers are experimenting with different tactics. The bleach Report got people spending more than five minutes a day in their app by entering a tab for Vine-like video loops. The scheme increased the time spent per session by 30 percent by embedding three-dimensional objects in articles. Forbes has increased its average session duration by nearly 40 percent, redesigning its mobile site to include Snapchat-like maps.

“Our goal is actually to build a Foundation for experimentation and for adaptive experiences that are not universal,” Jedlinski said.