Insights, tools and research to advance journalism

Kevin Loker (Page 5)

Director of Program Operations and Partnerships

Kevin Loker serves as director of program operations and partnerships 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 or follow him @kevinloker.

We’re hosting a Millennial news discussion for #wjchat

Our recently released research about How Millennials Get News will be the discussion topic for the #wjchat Twitter chat this Wednesday, April 8, starting at 8 p.m. ET. Hop on the hashtag #wjchat then to discuss the findings and how to reach Millennial readers. The open chat Wednesday will be co-hosted by API deputy director Jeff Sonderman (@jeffsonderman) […]

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 […]

Build your events strategy around your existing strengths

Events are a natural fit at news organizations because of their strengths and their role in their communities. Local news organizations have three major assets when it comes to producing events. The first is market penetration. Few organizations in geographic areas can claim to reach people in the way a local news publishers’ circulation does. […]

Leverage existing news audiences for events and grow new ones

An events strategy needs to start by asking “For whom?” Gathering as much information as a local news publisher can about its events’ potential audiences helps to create the best format, timing and location for individual events. Deep knowledge of an audience is also essential for wooing sponsors, advertisers and partners. A couple different sources […]

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