Insights, tools and research to advance journalism

Reports (Page 7)

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.

6 marketing and research lessons for sophisticated selling of digital subscriptions

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 […]

10 secrets of successful meters, paywalls and reader revenue strategies

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 […]

The Gazette Co.’s blueprint for building communities

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 […]

The Deseret News strategy for reinventing newspaper content

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.

How McClatchy teaches 30 papers to sell digital advertising

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 […]

6 principles Clark Gilbert used to transform Deseret News

Industry wide, American newspapers today derive an average of 17 percent of their revenue from digital. The Deseret News and Deseret Digital Media averages 45 percent, a little more than three years after former Harvard Business School professor Clark Gilbert took over the company. How has he done it?

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The American Press Institute

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We help transform news organizations for an audience-centered future.

Our programs for publishers focus on four things:

  • 1. Understand your audience
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  • 3. Transform your culture
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