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 Introduction When Americans encounter news on social media, how much they trust the content is determined less by who creates the news than by who shares it, according to […]
We believe the future of journalism must involve news organizations better understanding the needs and behaviors of their audiences. To that end, we conduct innovative research into how Americans get news.
Below you will find other recent insights we have curated about how to reach and serve news audiences.
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 […]
The decline of local news organizations means national news organizations are facing a growing gap with their readers
“On a day last week when the Page 1 story in the national papers was Trump’s rambling and combative press conference, the Bedford (Pa.) Gazette ran with three local stories above the fold and a piece on Sen. Pat Toomey holding a town-hall meeting two counties over. Both are legitimate and interesting coverage choices. But […]
Farhad Manjoo spent last week avoiding news about Trump, not to “stick my head in the sand” but to “learn about the modern news media by looking at how thoroughly Mr. Trump had subsumed it.” After finding it hard to find Trump-free news and coming across important stories that aren’t shared as widely, Manjoo asks […]
A reader’s take on news’ trust problem: News organizations aren’t providing enough context, depth or understanding for readers
“It’s 2017, and it’s time to face the reality that our world is changing. That means you need to change too. I don’t think you guys realize how badly our relationship has been suffering,” USC student Darrell Florence writes as part of a series from USC Annenberg’s Media Center on how products affect trust in […]
“The process of design thinking is as follows: empathize, define, ideate, prototype and test. Ideally, this is how one would go about creating anything, right? But us journalists often skip the first two steps,” CUNY grad student Ghita Benslimane writes. “Empathizing with and defining a community’s problems and goals are crucial parts in any successful […]
“Journalists have long had the bad habit of holding readers in contempt. Maybe not an individual person, but certainly the audience as a whole,” Andrew Dunn writes. Dunn suggests a “bill of rights” for digital news readers, that puts the onus on news organizations to “treat our readers like the intelligent adults that they are.” […]
Studies have shown that trust in the media is at an all-time low. Especially after a particularly contentious election season, building relationships with readers is essential for newsrooms. Research from API shows that building trust with readers is not only a journalistic aspiration, but a business imperative. People who put a higher premium on trust […]
You might have heard: Donald Trump is elected 45th president of the United States (NPR), despite polls and predictive models that indicated a win for Clinton (Politico) But did you know: “To put it bluntly, the media missed the story,” Margaret Sullivan writes. “In the end, a huge number of American voters wanted something different. And although these […]
The New Yorker’s editor in chief on what it means to be a legacy publisher in 2016: Readers aren’t looking for a cheaper, dumber version
“We have longstanding values and that’s never going to change,” New Yorker editor in chief David Remnick tells Digiday about what it means to be a legacy publisher in 2016. “At the same time, I live in the contemporary world and am completely alive to the possibility and complications of change. … What’s changed is […]