Insights, tools and research to advance journalism

Understanding news audiences (Page 7)

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.

‘The media didn’t want to believe Trump could win. So they looked the other way.’

You might have heard: Donald Trump is elected 45th president of the United States (NPR), despite polls and predictive models that indicated a win for Clinton (Politico) But did you know: “To put it bluntly, the media missed the story,” Margaret Sullivan writes. “In the end, a huge number of American voters wanted something different. And although these […]

The New Yorker’s editor in chief on what it means to be a legacy publisher in 2016: Readers aren’t looking for a cheaper, dumber version

“We have longstanding values and that’s never going to change,” New Yorker editor in chief David Remnick tells Digiday about what it means to be a legacy publisher in 2016. “At the same time, I live in the contemporary world and am completely alive to the possibility and complications of change. … What’s changed is […]

When journalists get their info from social media, audiences find the reports less credible

Press conferences, interviews, telephone calls — these are the traditional ways in which journalists source their stories. Today, however, many more options are available. From Facebook to Twitter to Google, journalists have many new ways to track down information to inform their reporting. But what do audiences think about these techniques? Do readers think social […]

How the rise of mobile could create a ‘a second-class digital citizenship’ of less informed news consumers

According to a new report from Harvard’s Shorenstein Center, the rise of mobile has a dark side that could lead to the creation of a less engaged, “second-class digital citizenship” made up of less informed news consumers. Somewhat paradoxically, the report’s research Joanna Dunaway says that smartphones are an imperfect tool for consuming news, due […]

How Chicago’s The Daily Line used reader feedback to develop a niche subscription product

Chicago’s The Daily Line, known until last week as Aldertrack, is a niche newsletter and website aimed at a small segment of the Chicago population: land developers, contractors, lobbyists, attorneys, and labor organization members invested in Chicago’s political system. That small segment is supporting The Daily Line’s mission, with $39/month or $395/year subscriptions. And to […]

How NYT is bringing design thinking into its audience research

In her first column as NYT public editor, Liz Spayd argues that in order for the Times to increase its revenue, it needs to learn more about its readers and listen to what they want. To achieve that, NYT is incorporating design thinking into its audience research, both inside and outside of the newsroom: Led […]

A petition to save the BBC’s recipe archive has more than 25,000 signatures

The BBC is planning to cut “soft” news from its website, including its recipe and food section. But after a source from the BBC told the Guardian that the recipes would “fall off the face of the internet” and will have no live links after the section is closed, more than 25,000 people have signed […]

Google is testing a feature that would let publishers, marketers and other organizations publish directly to search results

You might have heard: HBO show “Silicon Valley” published fake news articles related to the show’s fictitious characters to Google this week to promote its season premiere (Silicon Valley Business Journal) But did you know: Google is experimenting with a new feature that would allow marketers, publishers, politicians and other organizations to publish content directly to […]

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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 »

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  • 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
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