Director of Product Strategy
Liz Worthington is Director of Product Strategy at the American Press Institute. Our current portfolio of audience products for news organizations includes Metrics for News and Source Matters.
Metrics for News is a content strategy analytics tool that helps publishers better understand their audiences through data. Source Matters is API's new source diversity tracking tool that can help publishers answer important questions about sourcing and how their coverage reflects the voices of their communities.
Liz manages a small team of engineers and audience strategists that support API's proprietary tools built to help publishers answer important audience and sourcing questions, identify better ways to engage users, build loyalty and drive subscriptions.
Liz has been at API for about 8 years, which she joined after nearly 10 years as a reporter and editor. Before API, Liz worked as the Senior Editorial Trainer for Patch.com where she built an editorial curriculum that focused on enhancing staff skills in digital news, social media and audience development. She also worked as a manager and editor during her time there. Previously, she worked as a local news reporter for the Island Packet in Hilton Head, SC, and the Culpeper Star-Exponent in Culpeper, VA. Liz is a 2005 J-School graduate from the University of Missouri-Columbia.
Email Liz at liz.worthington@pressinstitute.org.
More from the author
Representing our diverse communities is good journalism, not DEI
In a year when the stakes are high for local and national elections, when 80 anti-DEI bills have been proposed in 28 states and when local news is in crisis, well-intentioned source tracking initiatives can come under fire. If that happens or is something your newsroom is anticipating, you can prepare for it and respond in a way that’s transparent about your work and consistent with your values.
How news organizations can tell untold stories with source tracking
Source tracking has inspired newsrooms to change their reporting practices and set new internal policies, improve efforts in community listening and trust building, tell untold stories and inform longer-term sustainability strategies.
Centering Community Voices
the benefits of source tracking apply across media types, across types of audiences and for both legacy and newer media. As news organizations work to grow and nurture relationships in their communities, many are focusing on ways to not only track their outreach but also build in the accountability necessary to improve.
