Insights, tools and research to advance journalism

Understanding news audiences

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.

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 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 […]

What Americans know, and don’t, about how journalism works

People are strikingly unfamiliar with terms that many journalists use, probably without thinking — such as the difference between an editorial and a news story, what the term “attribution” means, or what an op‑ed is. Consider a few numbers. Fully 50 percent of the public say they are only a little familiar with the term […]

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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 »