If you can come to this year’s NAA mediaXchange conference, March 16-19 in Denver, we hope you will take advantage of a couple valuable American Press Institute programs.

On the second day of the conference, API will be releasing groundbreaking new audience research that probes into consumer behavior, habits, and attitudes surrounding things we call news. We’ll share the findings from this important research project and particularly how it will affect a newspaper media operation, at 1:30 p.m. on March 18.

On Wednesday, March 19, API will host an in-depth session that explores our new program that helps publishers reinvent their news content strategies to be more audience-focused and data-driven. This half-day seminar will explain the program and show news publishers how they can use custom-built content analysis software and deep audience research to rethink their editorial strategy and build their brand around tent-pole areas of coverage. The program is designed to help publishers improve their news coverage, build community support and rally internal morale.

We’ll also be around for the rest of the conference to have hallway conversations or meetings with people who want to learn more about our research and programs, and how to get involved with us.

MediaXchange is the annual conference of the Newspaper Association of America. The program includes topics like mobile news, native advertising, social media, digital subscriptions, and more. And you can hear from headline speakers including Twitter’s Vivian Schiller and BuzzFeed’s Ben Smith.

Registration is open, and the early-bird rates are available through Friday, Feb. 14.