Mike Shae's show this week had a useful concept about 45 minutes in (link). Instead of just giving a character Y, say because [character choice] you know [world detail]. His examples are class, ancestry, or being trained in a skill. I think in a proactive setting we could add persuit of goals. His argument is that connecting their character to the world makes them pay attention more than " you know Y".
Anyway, it has got my brain going on how I will write rumors going forward. Still giving those out between sessions, but more personalized.