The Washington Post Co. is getting ready to roll out a website in which readers can customize the type of news they want to see. Called Trove, users will be able to build their own news page based on the topics of their choice by shifting through some 10,000 news sources (via the Wall Street Journal).

Apps for the iPhone, iPad, Android and BlackBerry are also in the works, the Journal reported.

A Customized Approach

WaPo is hardly the only news agency to seize upon consumers’ growing expectation of a customized experience. One of the most popular apps for the iPad is Flipboard, which combines Twitter and Facebook feeds with a myriad of news sources into a magazine-like display on the devices.

The Pulse News Reader when it came out last year also intrigued users with a similar premise. Developed by two students at the Stanford Institute of Design, Pulse is a simple app that lets users pick which news outlets they want to follow. There are features that let users configure how the articles are organized, as well as social media sharing options.

More recently AOL launched a campaign for its forthcoming Editions iPad app, [video] which will deliver news customized to a reader’s tastes. Like Flipboard, it uses icons for sports, fashion, business news etc, which the user then arranges as he or she prefers. The news within these categories are then displayed in a magazine format.