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.

India’s The Quint is taking cues from Vice and Mic on how to connect with younger audiences

Indian news outlet The Quint is a digital-only outlet that provides news for younger generations in both English and Hindi. Before founding the Quint, co-founders Ritu Kapur and Raghav Bahl say they looked to other news organizations for clues on how to successfully reach younger audiences: “It was clear to us that it was about […]

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 […]

‘If you’re not thinking about where people will read it, it’s not going to be that successful’

CNN’s incoming VP of digital programming Mitra Kalita has simple advice for how news organizations should think about distributed content: Find your readers where they are, because “if you’re not thinking about where people will read it, it’s not going to be that successful.” Kalita talks to Digiday’s Lucia Moses about how she’s implementing that […]

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 […]

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 […]

Facebook is trying to stop a decline in ‘original’ sharing, especially among younger users

Facebook is setting out to solve a fundamental problem on the social network, The Information reports: People are posting fewer things about their personal lives for their friends to see on Facebook. Facebook has dedicated a team in London to reverse the trend and develop a strategy to get people to share more. The Information […]

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 […]

News organizations should be building the products that today’s young adults will be interested in 20 years from now

In all the discussion of the best ways to reach young adults, former Time magazine foreign correspondent and co-founder of news startup Worldcrunch Jeff Israely says that we often forget that these young adults will inevitably grow older. Instead of just asking what those readers are looking for now, Israely suggests that we should also […]