Insights, tools and research to advance journalism

News literacy (Page 3)

API provides many different resources that news organizations, educators, advisors, parents and students can use to better understand how news and media works.

Below you will find our other reports or curated insights on this topic.

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 […]

Who uses and pays for news in the Millennial generation

Most Millennials use paid subscription or other content services, and about half use some kind of news-specific service Contrary to the idea that Millennials think the web is free, the vast majority of Millennials used some kind of paid product or service in the past year, including a majority who use at least one for […]

How the news habits of those Millennials who pay differ from those who do not

From a distance, Millennials who pay personally for news look fairly similar in their online habits to those who don’t pay. They are equally as likely to be daily Facebook users (43 percent for payers and 45 for non-payers). They are similarly just as likely to use social networks to keep up with friends (both […]

Breaking Down the Millennial Generation: A typology of young news consumers

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 There are some clear differences from previous generations in how Millennials—the first group of Americans to grow up with digital technology—consume news and information. The term Millennials, however, which […]

Implications for publishers

Understanding these distinct segments within the Millennial generation should offer some clarity and opportunity for publishers seeking to reach these audiences. One clear implication is that the youngest Millennials, those we call Unattached and those we call Explorers, are hardly newsless. Their habits are still forming. And how publishers try to reach them should vary. […]

The Activists

23 percent of all Millennials Making up a quarter of all Millennials and just under half of the older cohort (age 25-34), the Activists are further along in life and likely to have established families, careers, and a connection to their community. They form a core target community for news publishers—they are among the most […]

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