Reports
API’s 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 — white papers that share insights from in-person events, strategy studies that help publishers form their own plans, and survey research analysis that helps publishers serve the needs of modern news audiences.
The best practices for reaching a Millennial audience
The long-term viability of media companies today depends on understanding Millennials — a massive, influential demographic that grew up connected to the Internet, social platforms, and smart devices. This generation, tethered to the world through technology, has developed digital routines that directly affect how they consume and share news. Younger readers have expectations about the […]
How Millennials Get News: Paying for content
This research was conducted by the Media Insight Project, an initiative of the American Press Institute and the Associated Press-NORC Center for Public Affairs Research. Introduction Despite growing up amid abundant free online entertainment and news, today’s young adults still use significant amounts of paid content. Selling news to young people remains difficult, but the […]
Breaking Down the Millennial Generation: A typology of young news consumers
This research was conducted by the Media Insight Project — an initiative of the American Press Institute and the Associated Press-NORC Center for Public Affairs Research There are some clear differences from previous generations in how Millennials—the first group of Americans to grow up with digital technology—consume news and information. The term Millennials, however, which […]
Twitter and the News: How people use the social network to learn about the world
Overview How does Twitter change the way people get news? What kinds of thought leaders, journalists and organizations do people follow on the network? How are these Twitter followers different than those on other social networks? And how are people reacting to added elements on Twitter, such as advertising and promoted tweets? At a moment […]
How Millennials Use Technology to Get News: Differences by race and ethnicity
This research was conducted by the Media Insight Project — an initiative of the American Press Institute and the Associated Press-NORC Center for Public Affairs Research A new study of Millennials and news finds that Hispanic and African American adults under age 35 are just as connected to the web as the rest of their […]
Facing Change: The needs, attitudes and experiences of people in media
A new study of communication graduates finds that people in many different industries — from commercial brands to government and think tanks — now produce what they consider journalism, and while they are pessimistic about the direction of news in general, most believe their own work in the last five years has gotten better. In […]
The best practices for innovation within news organizations
Innovation. It’s a word thrown around at lot in journalism today. There are innovation editors, teams, vice presidents, programs, and chairs at journalism schools. The New York Times produced a widely dissected internal innovation report. At a time of massive disruption and transformation, innovation is an imperative for news organizations. But it’s also a vague […]
A culture-based strategy for creating innovation in news organizations
For journalism it truly is the best of times and the worst of times. The best, in that never has there been more opportunity for creative storytelling, audience expansion, and crafting or grasping new digital tools for whatever needs arise. The worst, in that news organizations are often unable to seize the opportunities at their […]
How to build audiences with single-subject news products
As audiences gain more choices for news, they are increasingly turning to specialized sources. That represents a challenge to general-interest publishers but also creates an opportunity to reach new audiences by being the best source on a particular topic. Topic, not demographics or habits, is now the biggest factor determining where people turn for news. […]
How Millennials Get News: Inside the habits of America’s first digital generation
This research was conducted by the Media Insight Project — an initiative of the American Press Institute and the Associated Press-NORC Center for Public Affairs Research Introduction For years, researchers and social critics have worried that the newest generation of American adults is less interested in news than those who grew up in the pre-digital […]