Insights, tools and research to advance journalism

Jeff Sonderman (Page 4)

Deputy Executive Director and Executive Vice President

Jeff Sonderman is the deputy executive director of the American Press Institute, helping to lead its use of research, tools, events, and strategic insights to advance and sustain journalism.

He is a leader in helping modern journalism thrive through the right blend of technology, audience engagement, data-driven content strategy, integrated business models, and transformative leadership. He has worked as a writer, editor, manager, coach, trainer, speaker, and consultant with diverse types of news publishers across the country.

He is the architect and developer of API's Metrics for News analytics software that reinvents how publishers use data to inform content strategy. He also edits API's Need to Know newsletter, a uniquely designed resource for spreading fresh, useful insights across the industry, and designed API's Strategy Studies research format for in-depth strategic guidance. And he consults with publishers on a range of issues related to content strategy, organizational transformation, audience development, newsroom structure and workflows, product management, and much more.

He has taught digital journalism at Georgetown University. Before joining the American Press Institute in 2013, he was the digital media fellow of The Poynter Institute. His earlier journalism background includes digital news — helping to launch TBD.com, a local digital news startup in Washington, D.C. — and various roles in newspapers, as an award-winning reporter, online editor and metro editor of The Times-Tribune in Scranton, Pa.

He graduated from the Missouri School of Journalism and resides in Falls Church, Va., with his wife and daughter.

Email Jeff at jeff.sonderman@pressinstitute.org or follow him @jeffsonderman.

What journalists encounter in their jobs and careers

The survey also went deeper to look at the experiences of these journalism and communication graduates in their work. That began by asking people (regardless of where they work) what they had personally experienced in their jobs in the last five years. The results might be interpreted as relatively grim, but again age made a […]

How journalists are dealing with changes in the industry and their jobs

Journalists’ views on new trends: sponsored content and aggregation Technology and business disruption have brought about new issues that relate to ethics and economics. The survey probed two of these in particular: the advent of sponsored content or native advertising and the issue of compensation for aggregation and curation. First, the quest for new, more […]

The career paths of people with communication degrees

After graduating, the great majority of these students (89%) did work in media, journalism, public relations or somewhere in communication, at least for some time. Most have had several such jobs. The largest number of people have had two to three jobs in media since graduation, and that doesn’t change much whether someone graduated between […]

Methodology

The survey was conducted online through the lists of alumni of the 22 participating schools and was distributed through partner alumni email lists between April 14 and June 29, 2015, with the dates varying within that time frame among different schools. The survey was executed using the SurveyMonkey survey tool, with consultation from senior SurveyMonkey […]

Facing Change: The needs, attitudes and experiences of people in media

A new study of communication graduates finds that people in many different industries — from commercial brands to government and think tanks — now produce what they consider journalism, and while they are pessimistic about the direction of news in general, most believe their own work in the last five years has gotten better. In […]

Our plan for enabling news innovation through culture change

Based on this new research, API has designed a strategy that we believe is an unusual, human-centered and flexible program of consultation, education, outreach and support to help news organizations enable innovation and problem solving for the future. We see the key first step for an organization as a personalized assessment of its current culture, […]

The path to creating innovative culture in news organizations

In the tech startup world a now-famous phrase has been coined: “culture eats strategy for breakfast,” and it has been extended to include “technology for lunch, and products for dinner, and soon thereafter everything else too.” Culture is shaped by many factors. There are professional mores, industrial processes, internal structures, communication, personnel, accumulated habits, and […]

A culture-based strategy for creating innovation in news organizations

For journalism it truly is the best of times and the worst of times. The best, in that never has there been more opportunity for creative storytelling, audience expansion, and crafting or grasping new digital tools for whatever needs arise. The worst, in that news organizations are often unable to seize the opportunities at their […]

Advertisers buy audiences, not publications or platforms, and data is the key

Publishers are traditionally used to selling advertisers space in their publications. But that model is working less and less as major advertisers stop buying publications and start buying audiences. And that concept may be more important now, as mobile pricing poses even greater challenges to publishing revenue. Mobile ad buys, especially, often occur via ad […]

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The American Press Institute

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We help transform news organizations for an audience-centered future.

Our programs for publishers focus on four things:

  • 1. Understand your audience
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  • 3. Transform your culture
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