Insights, tools and research to advance journalism

Lessons on how to use audience data better, from outside the journalism industry

Digiday

Nearly every industry is learning how to make better use of data, Yuyu Chen writes. Executives from General Mills, Tinder and Bain & Company shared their thinking around data at the Economist’s Marketing Unbound conference this week. Some ideas from the conference: Big data can inform ideas but it cannot create ideas, marketing should still center around the consumer rather than the data, and traditional market research can’t be eliminated entirely.

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 »