Liz Worthington

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.

By Liz Worthington

Introducing API’s 2023 Source Matters cohort

Thirteen news organizations are starting 2023 as part of a cohort assembled by the American Press Institute to track the diversity of people quoted in their stories through Source Matters, API’s award-winning source diversity tracking and analysis tool.
By Liz Worthington

Start your 2022 source tracking goals now

Is your newsroom working to broaden the diversity of your sources to better reflect and serve the communities you cover? There are many ways to go about this work and one of the tangible ways to get started is to start the practice of auditing and monitoring sources quoted in local stories. For many newsrooms, […]
By Liz Worthington and Jeff Sonderman

Track the diversity of your sources with Source Matters — an easy automated tool from API

In recent months we at the American Press Institute have taken a deep dive into how news organizations can expand their sourcing to represent fairly and fully the diversity of their communities. In this post we’d like to share what we’ve learned, introduce new technology we’ve created so far to address the challenges, and invite […]
By Liz Worthington

Deadline extended: Apply to assess and improve your 2020 elections coverage with API’s Metrics for News

*The new deadline is Sept. 15, 2020 The American Press Institute has reopened applications for free access to an analytics program that will help publishers track and improve their 2020 elections coverage based on audience needs and engagement. The analytics tool, along with coaching from API staff and connections to a cohort of newsrooms focused […]
By Liz Worthington

20 publishers earn free access to track COVID-19 coverage in Metrics for News

In response to the enormous impact of the pandemic on news organizations and communities around the world, API created a special dashboard in our analytics tool Metrics for News to help newsrooms assess the impact of their COVID-19 coverage. Today we’re excited to announce 20 news organizations will receive free access to that data to […]
By Liz Worthington

Apply for free access to Metrics for News to track COVID-19 coverage

As newsrooms across the country strive to serve their communities during the public health crisis, it’s even more important they know what in their coverage connects with their audiences.  In response, the American Press Institute created a special dashboard in our analytics tool Metrics for News to help newsrooms assess the impact of their COVID-19 […]
By Liz Worthington, Katie Kutsko, and Lindsay Carbonell

How we work remotely

As many newsrooms and offices move to remote work due to the coronavirus pandemic, we wanted to share some tips we’ve gathered over the years. The American Press Institute staff is often traveling and not in the same place at the same time. We also have a distributed workforce that manages our analytics platform, Metrics […]
By Katie Kutsko and Liz Worthington

Apply now for year-long support and funds to transform your newsroom with better analytics

News organizations that want to prioritize audience-driven storytelling, use data to inform editorial strategies and make analytics simple and accessible to all newsroom staff can now apply for subsidized access to the Metrics for News software and services provided by the American Press Institute. Thanks to a grant from the John S. and James L. […]
By Liz Worthington

Nine news organizations receive API’s Metrics for News analytics with Knight Foundation support

We are excited to announce today a new cohort of newsrooms using Metrics for News, the American Press Institute’s analytics dashboard and content strategy program. Metrics for News gives newsrooms powerful journalism analytics that go beyond traditional traffic metrics and offers unique tools to help grow audiences, deepen engagement and drive subscriptions. It’s a strategic […]
By Liz Worthington, Laurie Beth Harris, Meldon Jones, David Chavern, Katie Kutsko, Amy Kovac-Ashley, Katherine K. Ellis, Gwen Vargo, and Stephanie Castellano

Meet the API staff