Insights, tools and research to advance journalism

Audience data

How to get the email addresses you need to drive new subscriptions

Nothing is more important to the brave new world of building subscriptions than the relatively old world of email. An email address gives publishers ways to target and connect with potential subscribers that are much more effective than metrics like “unique visitors,” a potentially misleading number due to the fact that the same person may […]

How to tell if your culture has truly adapted to a reader revenue focus

Becoming a reader-focused organization is not about technology or data. This report provides a framework for building those tools, but they are just tools. Growing engagement and shifting to reader revenue requires actions across the organization that authentically support an audience-focused mission. Truly pivoting to readers is a cultural transformation, not a development project. A […]

How to apply data-driven insights that will grow reader revenue

The key cycle for audience and revenue growth is “analyze, experiment and iterate.” Your investment in business intelligence and marketing tools will pay off as you understand reader needs and behaviors, and make decisions and create processes that are data-driven, testable, and support organizational learning and staffing decisions. Many of these tactics are possible even […]

To shift to reader revenue you must improve your marketing skills

“Marketing” includes a broad range of decisions: what services to offer, what to charge, how to talk to your audience, and where to deliver your services. Marketers describe this as the “4 Ps” of Product, Price, Promotion, Place. To focus on readers, grow engagement and sell subscriptions, you must act upon all four of the […]

How to collect and use the right data about your news audience

To improve our websites, boost reader engagement and grow subscriptions, we don’t want “more data.” We want deep insights leading to a better understanding of visitors’ needs and how they interact with our journalism. The actual data (web metrics, advertising impressions, and newsletter subscriptions to name a few) are just the raw materials. It is […]

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 […]

Norway’s Amedia developed a common log-in system to use across its titles that encourages subscribers to build habits

Amedia, Norway’s largest media company, has developed a common log-in system to use across its 62 titles — and that system is encouraging subscribers build digital habits. The system is part of a three-step plan for Amedia: The first stage is converting print subscribers to digital subscribers, the second stage is encouraging non-subscribers to register […]

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 »