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What it really means to shift to reader revenue

Let’s consider what it means to truly shift your business to prioritize reader revenues. Because to fully commit to that change, you have to commit to a new focus on trust, loyalty, data, and understanding your audiences. A “pivot” to reader revenue is a pivot to trust The consumer’s journey to subscribing is simple in […]

What it takes to shift a news organization to reader revenue

Launching a paywall is easy. Pivoting a whole business from an advertising-centric mindset to one focused on reader revenue is not. Despite 10 years of experimentation and increasing attention, the news industry still needs to develop some of the attitudes, technology and skills needed to sustain exceptional membership and subscription programs. To succeed with reader […]

The future of digital advertising: Designs for mobile screens may be more effective

This research was conducted by the Media Insight Project — an initiative of the American Press Institute and the Associated Press-NORC Center for Public Affairs Research Overview As the news industry searches for new revenue models to finance journalism online, a new research study suggests that some sorts of digital advertising are demonstrably more effective […]

Dean Baquet: In newsrooms today, readers finally have more power than advertisers

In an interview with NYT public editor Liz Spayd, Dean Baquet explains why readers have more power than advertisers in newsrooms now. “The reader has far more power than ever before — and they should,” Baquet says. “I grew up in an era when the most powerful entity in the economics of journalism was advertising. […]

The Guardian is buying its own ad inventory to try to figure out where money is spent

To figure out where money is spent across the supply chain, The Guardian is buying its own inventory. And in some cases, it’s finding that only 30 pence for every pound is making it back to The Guardian, chief revenue officer Hamish Nicklin says. Nicklin wouldn’t say which businesses were taking the money, but said […]

Why French publishers believe solidarity is the key to fighting ad blockers

Eighty percent of France’s top 40 publishers are banding together to fight ad blockers. The publishers are fighting blockers in their own ways, with some simply asking users to turn ad blockers off while others restrict what content is viewable to users with ad blockers enabled. But the publishers participating say that the unified front […]

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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 »

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  • Decide what beats to cover and how
  • Identify and develop the skills you need
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  • Drive more reader revenue
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