Insights, tools and research to advance journalism

Metrics and measurement

The American Press Institute offers publishers software tools and guidance to help them measure their content in new ways and form data-driven strategies. Read more about our Metrics for News program here, and see other recent insights about metrics and measurement below.

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 […]

We’re working with news orgs on journalism’s biggest challenges in 2018 — you can get involved

All told, our team at the American Press Institute worked with journalists and leaders at nearly 100 local news organizations this year in our mission to help them become more audience-centered and innovative organizations. Those partners included newspapers and digital startups, public radio stations and local TV stations — organizations large and small. We helped […]

General election news coverage: What engages audiences down the ballot

  Summary As Election Day approaches, more people seek news and information about politics. To understand the habits of news audiences in the run-up to the election, we analyzed what was being covered in reporting about down-ballot, non-presidential races for U.S. Congress, governor, and local offices in the lead-up to the 2016 general election. The […]

Why we click on news stories

For news organizations, clicks are tracked closely. They generate advertising revenue and help newsrooms to better understand audience interests. But what motivates news users to click? The reasons are diverse and perhaps unexpected, according to a study forthcoming in the academic journal Journalism by Ph.D. candidate Tim Groot Kormelink and journalism studies professor Irene Costera […]

Measuring investigative journalism’s impact on society: 8 good questions with James T. Hamilton

“The results of [investigative] reporting do not come cheaply, but they are a bargain to society,” James T. Hamilton writes in his new book Democracy’s Detectives: The Economics of Investigative Journalism, out this month from Harvard University Press. Through his research, Hamilton, the Hearst Professor of Journalism at Stanford University, finds that while investigative journalism […]

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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 »

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 »