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.

Apply for our summer internship in news analytics

The American Press Institute is hiring a paid summer intern to learn about audience engagement and help us share best practices in audience analytics with the wider journalism industry. This person should be a college student or recent graduate with interest in the following: The news industry and audience engagement analytics Thinking about newsroom social […]

Meet API’s 2019-20 community listening fellows

Ten journalists from news organizations across the country will receive support from the American Press Institute for year-long projects that help their newsrooms start more of their journalism from community listening. The journalists, or 2019-20 Community Listening Fellows, will receive in-person and remote training and support on how to employ listening strategies to inform their […]

Apply now for year-long support to build community listening into your newsroom

The American Press Institute has opened applications for a new year-long program to support news organizations that want to build more of their journalism based on community listening. We’re looking for individuals who want their journalism to be better informed and inspired by their communities’ needs but who need guidance on strategies to make that […]

Nine news organizations receive API’s Metrics for News analytics with Knight Foundation support

We are excited to announce today a new cohort of newsrooms using Metrics for News, the American Press Institute’s analytics dashboard and content strategy program. Metrics for News gives newsrooms powerful journalism analytics that go beyond traditional traffic metrics and offers unique tools to help grow audiences, deepen engagement and drive subscriptions. It’s a strategic […]

News Integrity Initiative gives $150k to American Press Institute to expand mentorship initiative and improve newsroom-community relationships

The News Integrity Initiative at the Craig Newmark Graduate School of Journalism at CUNY has granted the American Press Institute $150,000 to deepen and expand its existing newsroom mentorship initiative and help newsrooms create organizational cultures built on community listening. With the funds, API will add to the mentorship capacity it has tested over the […]

Apply for funds to help start 2019 with better newsroom analytics

News organizations who want to prioritize audience-driven storytelling and simplify their analytics with easy-to-use dashboards can now take advantage of subsidized access to the Metrics for News software and services provided by the American Press Institute. Thanks to a grant from the John S. and James L. Knight Foundation, subsidies are now available to use […]

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 […]

Break silos and avoid turf wars: How to get all departments aligned on your reader revenue goals

As you build reader data and marketing efforts, questions about organizational goals and structure will inevitably arise. Your IT, audience, marketing, product, or technology groups may control different pieces of the solution. But as new systems and processes are developed and new skills are added, who is in charge? There is no single answer, but […]

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 […]