Insights, tools and research to advance journalism

Kevin Loker (Page 5)

Program Manager

Kevin Loker serves as program manager at the American Press Institute, where he works on audience research and reports on strategy within the industry. Formerly at the Online News Association, Kevin also works on collaborations of the American Press Institute with other organizations, consultants and fellows. Events including API Thought Leader Summits are also part of his program areas at API.

Email Kevin at kevin.loker@pressinstitute.org or follow him @kevinloker.

Coming soon: How Millennials get news and information

API and and the Associated Press-NORC Center for Public Affairs Research will be releasing a major new audience study next week. Entitled “How Millennials Get News: Inside the Habits of America’s First Digital Generation,” the report will be one of the most detailed looks yet at what kind of information adults 18-34 consume, and how. […]

API working on a new tool for educating young news consumers

When most of us grew up it was clear what we meant by “the news.” We saw boundaries — the nightly newscast, the confines of a newspaper, bulletins on a radio broadcast. Those sources still exist, but so do many more. Young people today are immersed in media, receiving news, marketing and messages from many […]

API is building a toolkit to help news organizations run community events

Events have become an important new tool for news publishers. For some, it’s a new source of revenue — generated through sponsorship, underwriting or admission fees. For others, events are a way of presenting journalism in new ways, a different method of distributing knowledge and creating civic conversation. Events are also a form of connecting […]

Coming soon: How African Americans and Hispanics consume news and view coverage

Earlier this year the American Press Institute partnered with the Associated Press and NORC at the University Chicago to form the Media Insight Project. The initiative’s first piece of survey research found Americans becoming increasingly comfortable using technology in ways that take advantage of the strengths of each medium and each device — a phenomenon […]

Making local sponsored content: 10 good questions with Local News Now

Read any recent headlines on native advertising or sponsored content and you’ll likely see reference to national and other large publishers experimenting with the content form. BuzzFeed is perhaps the most associated with native ads, with New York Times, Washington Post and even platforms like Medium also innovating with storytelling from advertisers. The major push […]

How to take a creative approach to events revenue for publishers

Expos and more traditional journalistic events such as debates and conferences around news topics can earn revenue, but they aren’t the only ways to come up with significant events earnings. Below are a few more unusual ideas news publishers have found effective. Create “something out of nothing” In any business it is good to get […]

Weigh different pricing strategies for events

The significant revenue is in event sponsorships. A publisher could have a great event idea, but the math still needs to work. Using a spreadsheet to weigh possible revenue versus expenses is crucial to event success. There are a number of things to consider. Strategize between offering standard sponsor packages or “listening first” Making the […]

Go all-in on event promotions

Event promotion, internally and externally, is vital to event success and growth as a significant source of revenue. Ultimately, for most events to work, we heard consistently that publishers need to do two things 1) get as many people to know about the event as possible, and 2) get full newsroom support. Organizational structure and […]

Strategy worksheet: Make your events plan

We developed a worksheet with a series of planning questions to get you started with conceiving and creating events that are right for your audience. Consider sitting down with a few creative collaborators from across your organization to tackle these questions together. Download the strategy worksheet here.

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