Reports

API invests significant time, thought and resources in producing research that we believe is definitive and useful. We address the most-pressing issues facing news organizations — understanding audiences, creating business models, and internal transformation — in a way that helps the leaders and the strivers in those organizations form plans and take action.

This page collects all of API’s in-depth research of several forms — strategy studies that help publishers form their own plans, survey research analysis that explores the needs of modern news audiences, and white papers that share insights from in-person events.

‘Not normal’: What local newsrooms can do now to prepare for a series of historic elections

How do local newsrooms cover elections at a time when democratic principles are under attack, basic voting procedures are questioned, and many people fear the future of personal rights?

Fatigue, traditionalism, and engagement: the news habits and attitudes of the Gen Z and Millennial generations

A new in-depth survey of 16- to 40-year-olds shows that members of the Gen Z and Millennial generations are active consumers of news and information, with nearly a third of them willing to pay for it. But their relationship with the news is complex — their trust in the press is low, many are experiencing […]

How customer service can build trust and engagement with audiences

With advertising becoming a less reliable source of revenue for the embattled journalism industry, more news outlets are turning toward sources of consumer revenue to shore up their coffers. This rise of subscription and membership models has dovetailed with the rise of audience engagement in recent years, as newsrooms seek to build stronger relationships with […]

A new way of looking at trust in media: Do Americans share journalism’s core values?

The deep divides over trust in the news media are usually portrayed as largely ideological. Democrats are seven times more likely than Republicans to say they trust the mainstream media, and independents are four times as likely.1 But the argument over media trust often has the feel of people talking past each other—many journalists denying […]

What news publishers do to retain subscribers

As the future of the news focuses more on reader revenue as its economic model, retention of subscribers and members is becoming more critical. It is one thing to get users to subscribe, particularly with discounted introductory offers. It becomes essential to keep those consumers. To continue growing net revenue, publishers need help to evaluate […]

How the press and public can find common purpose

The vast majority of Americans value their right, as well as that of the press, to question authority figures. But only a third have a lot of confidence in their own ability to challenge leaders if needed. This is a key insight that emerges from a new American Press Institute survey conducted in collaboration with […]

Getting it right: Strategies for truth-telling in a time of misinformation and polarization

There was a time when being a journalist meant pursuing a story by reporting the available information from as many sources as possible, writing the piece, and getting it published in print and online. How quaint that now seems. Today’s media environment requires reporters and editors to be detectives of misinformation, and then be prepared […]

How might we reimagine opinion journalism for our digital, polarized age? Reflections from news leaders

In the age of social media, cable talk shows and fast-moving news cycles, what value does opinion journalism, including the opinion and editorial pages of newspaper publishing, bring to the lives of people in a community? Modern technology has surely opened up civic debate. Editorials and columns in newspapers, and opinion essays in magazines, suffered […]

Cutting print: Making it work when publishing days must go

When a large U.S. newspaper cuts print publication days or curtails home delivery, headlines may scream media apocalypse. But for years, newspapers here and there across the country — little noticed beyond their home markets — have gradually scaled back print publishing. Papers of all sizes have considered it. Some are considering it right now. […]

How to build a metrics-savvy newsroom

Journalists have a reputation for dismissing data about their stories. But it’s undeserved. After all, the axiom “if it bleeds, it leads” describes a newsroom practice driven by the metrics of newsstand sales and broadcast ratings. Pulitzers and Emmys are qualitative data that indicates a reporter’s work is respected by her peers. Journalists don’t hate […]