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.

Why The Economist is publishing on a messaging app called Line

The Economist has added another social channel to its distribution strategy, Lucinda Southern writes. The Economist is now publishing to Japanese messaging app Line, where it will “prioritize more visually compelling and evergreen content” than it does on Facebook or Twitter. Line has 212 million monthly users who are mostly located in Asia, and publishers […]

BuzzFeed’s Shani Hilton: Millennials don’t need their own news

Mic CEO Chris Altchek said last week that to get the Millennial generation to care about news, they need a different kind of news than what appeals to older generations. But, BuzzFeed’s executive director of news Shani Hilton explains why Millennials really aren’t that different: “Millennials are interested in the same things that other people […]

Because it’s seeing its audience change, Quartz will launch an app in early 2016

When Quartz launched in 2012, it intentionally did not have an app because it created a barrier for readers to discover Quartz, publisher Jay Lauf says. Now, Quartz has plans to launch its first app in the first quarter of 2016. That’s because audiences are changing and the app landscape is changing, Lauf says: “Over […]

Pew: Millennials’ view of national news organizations grows more negative

According to new research from the Pew Research Center, Millennials’ view of national news media is growing more critical. In 2010, 40 percent of Millennials said national news media had a positive impact, while 27 percent of Silents and Boomers and 29 percent of Generation X said the same. Five years later, 27 percent of […]

How Taiwan-based startup The News Lens wants to gain an international Millennial readership by focusing on balanced news reports

Two years after its launch, Taiwan-based startup The News Lens has a readership of 5 million readers per month. Now, the startup is focusing on increasing its international readership by continuing its focus on balanced news coverage and analysis. The News Lens is starting its expansion in Hong Kong and Southeast Asia, and will eventually […]

In the UK, study finds newspapers are now the least common medium for news

According to a new study by Ofcom, print newspapers are the least common medium people in the U.K. use to keep up with news. In its annual news consumption study, Ofcom found that 31 percent of the population uses a print newspaper to stay informed, compared to 41 percent in last year’s study. Newspapers rank […]

Lessons from 2015’s media deals: Scale matters and legacy media wants Millennials

The driving forces behind 2015’s media acquisitions include scale, Millennials and video, Lucia Moses writes. As advertisers put more dollars into programmatic, scale continues to stay key. And as advertisers want their messages in front of Millennials, legacy media companies pursued deals to reach those audiences. Looking forward to 2016, we can expect video to […]

One of the best ways to reach Millennials could be through email

According to a recent study from Adobe, Millennials check their email more frequently than any other age group. Email is far from irrelevant for this age group, and Kristin Naragon writes that email is one of the most important places to reach Millennials. The best ways to reach Millennials via email: Make sure your email […]

Instead of being a ‘CNN for women,’ Refinery29 wants to explain the news they need to know

Refinery29 is expanding into hard news, but vice president of editorial strategy Neha Gandhi is clear: “We’re not here to be CNN for women.” Gandhi says Refinery29 will never be a site that covers all of the news. Rather, Refinery29’s goal is to “walk away from our content feeling a little bit smarter, a little […]

The Boston Globe’s newest niche news site, Stat, launches today, covering health, medicine and life sciences

You might have heard: To attract national and international audiences, Boston Globe is focusing on niche news sites But did you know: Led by former New York Times editor Rick Berke, The Boston Globe’s latest niche news site launches today. Stat will cover health and life sciences, and already has more than 50 staff members, […]