What’s the missing ingredient for unlimited reading services?

I’ve been a fan of unlimited e-reading services for at least a couple of years now. When Oyster Books went under I shifted to Kindle Unlimited. For short-form magazine content I use Texture, the offering formerly known as Next Issue.

Prices for these services are typically in the $10-15/month range and, for the most part, I think they’re worth it. Even though I refer to them as ‘unlimited’ one key shortcoming is what’s not available in the all-you-can-read platforms. You’ll rarely find the bestselling books in an unlimited reading service, for example. Just because the catalog offered contains hundreds of thousands of titles doesn’t mean you’re likely to find the next great read there.

Lately I’m realizing that I’m not getting much use out of my Texture subscription. The issue isn’t so much that it lacks titles. In fact, now that Texture includes access to almost 200 magazines it’s hard to find ones that aren’t included, and that’s the problem.

The value proposition for these unlimited services has always been based up on overwhelming you with content. What I really want them to offer now is a curated experience.

Texture knows that I enjoy reading BusinessWeek and Sports Illustrated, for example. Why not let me configure my Texture subscription to ensure I never miss articles about my favorite teams and industries/companies I want to follow? Then use that information to help me continue expanding my horizons, presenting me with content on adjacent businesses, for example.

Put all that material together in a custom magazine, made just for me every week (or whatever frequency I prefer). Let me vote up/down on articles so the system can better determine what I really like (e.g., certain writers, themes, styles, etc.) How about letting me share my custom magazines with other Texture subscribers, and vice versa?

Curation of unlimited book subscriptions is a bit trickier. But how about starting by sending excerpts from newly added titles I might enjoy, based on my reading habits to date? It often feels like I’m searching for that needle in a haystack when I try to figure out what book I should read next. There have got to be ways to simplify and help me narrow things down as well as ensure I don’t overlook an obvious winner.

I’m not looking for a million books or hundreds of magazines. I want what most interests me and I’d like to see the subscription services figure that out. Don’t make me just come to you and open your app. Communicate with me via email and/or text messages if I prefer. Surprise and delight me rather than simply expecting me to be wowed by the overwhelming amount of content offered.

Joe Wikert is director of strategy and business development at Olive Software. This post was originally published on his blog, ‘Joe Wikert’s Digital Content Strategies‘, where he writes opinion pieces on the rich content future of publishing.