Personalisation refers to the tendency in mass media to present texts (e.g. news articles) with a strong emphasis on the private and personal. The main aim of the study is to develop a model that integrates and differentiates between the various facets of personalisation from a linguistic point of view. The model includes 1) contexts that involve the audience, e.g. through inviting direct interaction with text producers and through the use of visual elements; 2) the focus on private individuals who are personally affected by events; and 3) the use of communicative immediacy, for instance in the form of direct speech and first and second person pronouns. This model is applied to data from five British online news sites in order to investigate how individual features contribute to personalisation, how the different features interact with each other, and what personalisation strategies are used by news sites of different market orientations.