Insights, tools and research to advance journalism

Understanding news audiences (Page 3)

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.

Journalism Advocates subscribe to support a free press

Journalism Advocates are motivated by wanting to support journalism, and for many, their immediate trigger to subscribe was either a concern about verbal attacks on the press or a response to messaging about quality journalism. Many Journalism Advocates rated their paper as reliable, noted the paper’s accuracy, and cited concerns about accuracy of other sources. […]

Coupon Clippers subscribe to get print coupons and save money

Coupon Clippers are pretty self-explanatory—these people decided to pay for the newspaper at least in part because they value the coupons they can cut out to save money in stores. They are less likely to closely follow the news content. Before subscribing, most of the Coupon Clippers used the paper’s coupons by buying individual copies, […]

Print Fans subscribe because they love relaxing with a paper

The Print Fans often like the “experience” of a printed newspaper. In their open-ended descriptions, they talk about sitting with the paper and having their coffee in the morning, discovering stories and spending time reading them. They also choose to subscribe because of the convenience of print home delivery, or because they have had a […]

How different types of recent subscribers vary

This survey of more than 4,100 recent newspaper was large enough to break down some differences within the population: Medium of preference: How digital subscribers differ from print subscribers Age: How younger subscribers compare to older subscribers Market size: How new subscribers in small towns and big cities are different Political views: What drives Republicans […]

Paths to subscription: Nine common journeys from reader to subscriber

When you step back and look at all the things that lead people to subscribe to a newspaper—the background factors, the specific triggers, the lifestyle conditions, and the publication characteristics—patterns emerge. The survey asked an array of questions to get at all of this. Those multiple questions can make the results seem complicated because there […]

What drives Republicans or Democrats to subscribe to local news

In 2017, a Media Insight Project study used two surveys to evaluate similarities and differences between Republicans and Democrats in their news consumption behavior and their attitudes towards the media. It found that while the two parties differed sharply in their opinions and beliefs about the media, they were strikingly alike in their news behaviors. […]

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The American Press Institute

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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
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