The extent of personal experience a person has with journalism — including being covered or interviewed in the news, or having some education in journalism themselves — impacts how well a person understands news processes and concepts. We explored several ways adults may have had personal experiences with journalism. We then examined how those experiences […]
Understanding news audiences (Page 2)
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.
Most Americans describe themselves as active news consumers. Sixty‑three percent report that they seek out news and information. Far fewer, 37 percent, say they mostly bump into news as they do other things or hear about it from others. Americans also report consuming news and information frequently. By a large majority, nearly two‑thirds of adults […]
Newspaper subscribers hold more positive views of many specific types of media — and have an easier time deciphering news from opinion — than do non-subscribers. Overall, 29 percent of Americans subscribe to a print or digital version of a newspaper. These subscribers tend to have more positive views than non‑subscribers on many components of […]
It should come as no surprise today that the partisan divide over news is a troubling and significant issue as the United States comes to grips with a polarized political landscape. The data, above, about general differences in many ways offer a path beyond those differences via efforts to increase clarity and transparency, among others. […]
Trust in the media overall has declined in the last year, but people’s trust in their favorite news outlet has grown. If we look at trust in the most general way, just under half (44 percent of adults) say their trust in the news has decreased in the last year. Fully 19 percent say it […]
The public and journalists expect the same things from the news media. The public just doesn’t think it’s getting it. What do people want from journalists? Above all, the public says it wants accuracy — for the media to verify and get the facts right. Fully 87 percent rank that as extremely or very important, […]
While the survey finds distinctions among attitudes and understanding of the media by factors like party and ideology, it also finds some significant and cautionary distinctions by age. Consistent with previous Media Insight Project research findings, and those of other research as well, the survey shows older Americans are more likely to seek out news, […]
Update Sept. 4, 2018: The insights and takeaways from API’s Thought Leader Summit on newsroom listening have been published in our report “How a culture of listening strengthens reporting and relationships.” The American Press Institute held a Thought Leader Summit on newsroom listening and dialogue projects on March 27 in Nashville, TN. It gathered community-minded […]
Digital Paywall Converters are people who bought a digital subscription because they hit a limit of free stories they could read online and wanted unlimited access. Their willingness to subscribe is highly driven by seeing many interesting articles over time, as well as wanting to support local journalism. Demographically, they stand apart in many ways—Digital […]
Topic Hunters are highly interested in one or two certain subjects—such as local politics or local college or high school sports—and this interest was a major motivation for them to subscribe. They look around for the best news available on these topics. They tend to be well educated (three-quarters have a college degree) and are […]