Insights, tools and research to advance journalism

Understanding news audiences (Page 8)

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.

A new understanding: What makes people trust and rely on news

This research was conducted by the Media Insight Project — an initiative of the American Press Institute and the Associated Press-NORC Center for Public Affairs Research Introduction For more than a generation, research has tried to identify the qualities that lead people to trust news. The work has concluded that in general people want journalism […]

Martin Belam: Terrorist attacks outside of Western Europe aren’t covered as thoroughly because it’s harder to get people to care about those stories

You’ll often see people complain that terrorist attacks outside of Western Europe aren’t covered well enough, but Martin Belam writes there’s a reason for that: Data shows that it’s hard to get people to read those stories. It’s also easier and less expensive for reporters based in Western Europe to get to cities such as […]

The New York Times launches a new email newsletter targeted to college students

The New York Times’ newest email newsletter aims to help college students “through their next steps, both professional and personal, in a way that doesn’t come across as prescriptive.” Called “The Edit,” the newsletter will be sent out every other week and will include content curated around academic majors, as well as popular stories on […]

New York Times’ Express team shows how much readers are in control of news now

The New York Times Express team is a product of a new reality in journalism, Margaret Sullivan writes: “The Times can no longer just decide, high on its mountaintop, what is news.” NYT senior editor Patrick LaForge says the Express team starts crafting stories when a topic starts gaining traction on social media, resulting in […]

Pew: 24 percent of Americans say cable news is the most helpful source for election news

According to new research from the Pew Research Center, 91 percent of Americans say they’ve gotten election news in the past week from 11 sources asked about. But, Americans are divided on what source of election news is the most helpful. Cable news ranked first at 24 percent, with social media following at 14 percent. […]

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 […]

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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
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