Method, system, and programs for estimating interests of a plurality of users with respect to a new piece of information are disclosed. In one example, historical interests of the plurality of users are obtained with respect to one or more existing pieces of information. One or more users are selected from the plurality of users. Historical interests of the one or more users can minimize an objective function over the plurality of users. Interests of the one or more users are obtained with respect to the new piece of information. Estimated interests of the plurality of users are generated with respect to the new piece of information based on the obtained interests of the one or more users.