Insights, tools and research to advance journalism

The 3 types of news subscribers: Why they pay and how to convert them

This report identifies three archetypes of news consumers, with distinctly different mindsets about paying for news and information. The difference between these archetypes underscores that there is not one revenue strategy or funnel that can apply to an entire audience.

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In-depth research

After a decade, it’s time to reinvent social media in newsrooms

Many social media teams in newsrooms are largely doing what they’ve done for a decade. This Strategy Study examines a reimagined social media team that finds and fights misinformation and engages audiences with a goal of increasing trust.

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Fact-checking resources

Research Review blog

Why we click on news stories

Newsrooms track clicks closely, but what motivates news users to click? New research suggests readers are drawn to news that is relevant to their personal interests or happened nearby, news that gives them something to talk about, and news that evokes an emotional response.

Data & analytics

Metrics for News

This API program helps publishers build an empirical, data-informed news strategy through custom-built content analysis software, new journalism metrics and innovative audience surveys.

Good Questions Q & A’s

Guidelines & ethics

Guidance on philanthropic funding of media and news

As nonprofit funding of news grows, what are the best practices for ensuring editorial independence? These two sets of broad guidelines of best practices, one for funders and another for nonprofit media organizations, are the product of more than two years of work exploring the question.

Youth & news literacy

Supporting news literacy: An update on what API is doing

Enabling young people to feel equipped to navigate the media environment — and perhaps even make it better — is crucial. Here's an overview of some of the things we at API are working on in this space, commonly referred to as “news literacy.”

Other API programs