Curated content instead of algorithms: Piqd relies on experts to select interesting articles. The Munich-based startup is now rolling out internationally and testing a paid model.
Hardly any diagnosis of the present can be omitted from the problem of filter bubbles: social algorithms only serve us content that fits our beliefs. Thus, the social network confirms what we always thought we knew, and other worldviews no longer enter our perception. The result is social division and the end of rational public discourse, or so the widespread diagnosis. Media theorist Norbert Bolz criticizes in the current Cicero not without reason a “rhetoric of destruction” in social media.
“No hate, no incitement, no fake news”
Piqd combats filter bubbles and fake news with carefully curated journalistic articles: 140 experts, known as "Piqers," recommend high-quality articles to Piqd's 35,000 German customers in a newsletter. Editor-in-Chief Frederik Fischer says:
"We don't just tell our readers what to read, but also why an article is relevant. The personal recommendations create a trustworthy offering and offer guidance beyond fake news and manipulation."
Marcus von Jordan, Managing Director of piqd, describes his company as:
„a kind of organic version of Facebook. With us there is no hate, no incitement, no fake news."
The digital coffeehouse intellectual
The young company also calls itself, somewhat outdatedly, the "online program guide for high-quality journalism." The TV guide metaphor seems a bit unfortunate, since readers of high-quality journalism are probably not looking for a boring, column-based overview of the program, but rather interesting recommendations from curators with a personality and a unique perspective. And that's exactly what Piqd offers. It most closely resembles the well-read acquaintance who always knows and recommends the most exciting, interesting, or controversial articles. Or in short: Piqd offers a digital version of the coffeehouse intellectual.
Personalized recommendations cost
Last week, Piqd announced two new developments: Firstly, in addition to the German offering, piqd.de the English-language site piqd.com online. Fischer explains:
"The international version of piqd is our modest attempt to counter the trend of polarization by making context visible again. It's a showcase for outstanding journalism. And there's still plenty of it, despite the ongoing media crisis."
The startup is also attempting to monetize its service—a notoriously difficult undertaking in the media industry. Anyone who wants a personalized recommendation in the form of a newsletter every day will have to pay for it in the future. The monthly fee of three euros seems very modest, however. And don't forget: The coffee at a coffee shop isn't any cheaper either.
