Insights, tools and research to advance journalism

News audiences (Page 9)

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 best practices for reaching a Millennial audience

The long-term viability of media companies today depends on understanding Millennials — a massive, influential demographic that grew up connected to the Internet, social platforms, and smart devices. This generation, tethered to the world through technology, has developed digital routines that directly affect how they consume and share news. Younger readers have expectations about the […]

Step up your visual journalism skills to stand out in social media

In our study of Millennial news habits, we found that, while there are many pathways to news for young news consumers, social media plays a preeminent role. Looked at as a whole, 88 percent of Millennials get news from Facebook, 83 percent look to YouTube, and 50 percent stays current through Instagram. These are overwhelmingly […]

Engage your Millennial audience on the platforms they’re populating

“Any time there is a reporter on Periscope that goes live, I will tune in. It’s raw and unedited and unscripted and usually has a more personal perspective. You’re getting the closest you can and there’s no time limitation on interviews. It leaves time for emotion, and a real story. Not a story as a […]

Give readers content they can consume on the go

“People read the news beyond just wanting to know what’s going on in the world; [it also] has to do with keeping up with their peers. I want to know what’s going on because it almost feels like a disservice to the people I’m hanging out with to not be aware of what’s going on.” […]

Interact with a Millennial audience offline through events

“If I get [news] through [peers and social media], it’s more personal and I’m more inclined to follow up about it and prioritize that over some potentially equally valuable news item. If it’s more important within my social group, it’s more important to me.” — Oliver, age 29, San Francisco With so many media outlets […]

To reach Millennials, publishers have to employ some and listen to them

There aren’t special code words — like sprinkling a few emojis or ICYMIs — that unlock a Millennial readership. The investment in reaching this demographic starts inside the newsroom. If publications want younger readers, editors should be hiring and empowering Millennial staffers and allowing them to assert some influence in the workplace. This means making […]

Make room for new products and startup units within your legacy organization to reach Millennials and other new audiences

From Gannett to The Charlotte-Observer, The Chicago Tribune, and The Sarasota Herald-Tribune, legacy media companies are seeing value in creating lightweight, startup-style spinoffs that approach voice, content, revenue, and distribution from fresh perspectives, earning strong Millennial followings along the way. By positioning The Bold Italic, CharlotteFive, RedEye, and Unravel as independent brands, these media companies […]

How Millennials Get News: Paying for content

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 Despite growing up amid abundant free online entertainment and news, today’s young adults still use significant amounts of paid content. Selling news to young people remains difficult, but the […]

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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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What we can do for you

API offers a suite of original tools and services for solving the biggest challenges in news:

  • 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
  • Contact us to find out how »