Insights, tools and research to advance journalism

Understanding 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.

Pew: Millennials’ view of national news organizations grows more negative

According to new research from the Pew Research Center, Millennials’ view of national news media is growing more critical. In 2010, 40 percent of Millennials said national news media had a positive impact, while 27 percent of Silents and Boomers and 29 percent of Generation X said the same. Five years later, 27 percent of […]

How Taiwan-based startup The News Lens wants to gain an international Millennial readership by focusing on balanced news reports

Two years after its launch, Taiwan-based startup The News Lens has a readership of 5 million readers per month. Now, the startup is focusing on increasing its international readership by continuing its focus on balanced news coverage and analysis. The News Lens is starting its expansion in Hong Kong and Southeast Asia, and will eventually […]

In the UK, study finds newspapers are now the least common medium for news

According to a new study by Ofcom, print newspapers are the least common medium people in the U.K. use to keep up with news. In its annual news consumption study, Ofcom found that 31 percent of the population uses a print newspaper to stay informed, compared to 41 percent in last year’s study. Newspapers rank […]

Lessons from 2015’s media deals: Scale matters and legacy media wants Millennials

The driving forces behind 2015’s media acquisitions include scale, Millennials and video, Lucia Moses writes. As advertisers put more dollars into programmatic, scale continues to stay key. And as advertisers want their messages in front of Millennials, legacy media companies pursued deals to reach those audiences. Looking forward to 2016, we can expect video to […]

One of the best ways to reach Millennials could be through email

According to a recent study from Adobe, Millennials check their email more frequently than any other age group. Email is far from irrelevant for this age group, and Kristin Naragon writes that email is one of the most important places to reach Millennials. The best ways to reach Millennials via email: Make sure your email […]

Embrace a culture of experimentation to find methods of reaching young audiences

In the end, successfully reaching Millennial readers requires a process of continually striving to understand this audience — by empowering younger staffers from diverse backgrounds in your newsroom, by writing in an authentic voice, by creating strong visual components to your content, by meeting their needs for news on busy schedules, by understanding as a […]

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 […]

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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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