Think about the mobile apps or websites your organization uses to reach the public, and ask yourself two questions: what do they do, and who are they for? If the answers that come back are “everything” and “everyone,” we’re about to change that. A mobile app or website that serves all your traditional content to […]
Reports (Page 6)
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.
In recent years news publishers have grappled with an uncomfortable realization: The traditional revenue streams of display advertising and reader subscriptions may not be sufficient to support them in a digital age. Digital display ads command unimpressive rates and engagement, with clickthroughs measured in the tenths of percentage points. Digital subscriptions have recently helped some […]
As publishing has moved to digital forms, journalists have discovered it is quite possible — and sometimes preferable — to tell a news story without writing an article. But how? The American Press Institute, with the help of Melody Kramer from NPR and Kennedy Elliott from the Washington Post, packed a room at the Online […]
News companies, especially newspapers, were historically organized to pursue mass audiences. The goal was to build up the biggest possible audience by covering the widest array of general interest topics. That’s no more. In a consumer-driven media age, in which charging for digital content is becoming a large part of the business model, publishers have […]
If the last decade in news was defined by the migration of audience to the web, the next will be defined by the shift to smartphones and tablets.
As news organizations increasingly rely on subscription revenue, this shift demands a new approach toward audience. Publishers must understand user behavior better, take advantage of analytics and be more audience focused. A leading market economist and two executives from the New York Times outlined increasingly sophisticated methods to hone in on reader preferences during a […]
Moving a media organization from free to paid content requires more than a meter. It also demands new skills, a deeper understanding of the audience, and improved content, both to maximize revenue and ensure consumers continue to see value worth paying for. Listening to innovators from several companies—from the New York Times to Gannett, Atlantic […]
One path for transforming a local media company for the digital age is to build brand not simply around the traditional notions of news and advertising but around a deeper idea of civic leadership and engagement. This is the approach at The Gazette Company, an independently owned media group in Cedar Rapids, Iowa. The goal […]
In a media environment where better content is just one click away, publishers should focus intensely on the subject areas about which their communities are most passionate and then use increasingly sophisticated data measures to drive how to distribute this content as widely as possible.
A critical strategic goal for most local media companies is to learn how to grow digital revenue – rather than focusing most resources on managing traditional revenue streams. This is especially critical for newspapers, where print ad revenues have dropped markedly since 2006. Among the newspaper companies, The McClatchy Co. has one of the most […]