Insights, tools and research to advance journalism

NYT is starting to experiment with mobile-specific headlines


You might have heard: News organizations are thinking about the best ways to use audience data to segment audiences and personalize their experiences

But did you know: Last week, readers of a New York Times story on airlines abandoning in-flight entertainment systems saw one of two headlines, depending on the device they were viewing the story on, an informal way of segmenting its audience. Reading on desktop, users were shown “Airlines Phasing Out Screens Because You Are All on Your Devices”; mobile readers saw “Airlines Phasing Out Screens Because You’re Looking at This.” This instance was just an experiment, senior editor Mark Bulik (who leads NYT’s headline testing) says, but it’s one we can expect to see more of in the future. As Digiday’s Max Willens writes, “the emphasis on testing [headlines] has grown as publishers have grown more reliant on social distribution for traffic. … What’s less common is optimizing by device.”

Read More

Need to Know newsletter

The smart way to start your day

Each morning we scour the web for fresh useful insights in our Need to Know newsletter. Sign up below.

The American Press Institute

Our mission

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

Our programs for publishers focus on four things:

  • 1. Understand your audience
  • 2. Get your audience to pay
  • 3. Transform your culture
  • 4. Do your best journalism
  • Find out more about API »

API solutions for publishers

What we can do for you

API offers a suite of original tools and services for solving the biggest challenges in news:

  • Decide what beats to cover and how
  • Identify and develop the skills you need
  • Assess and improve your culture
  • Drive more reader revenue
  • Drive loyalty through accountability journalism
  • Make analytics work for you
  • Contact us to find out how »