Insights, tools and research to advance journalism

Paid content and paywalls (Page 4)

Paying for news: Why people subscribe and what it says about the future of journalism

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 The future of journalism will increasingly depend on consumers paying for the news directly, as content distributors like Facebook and Google take up the lion’s share of digital […]

Mother Jones used its prison exposé to turn readers into sustaining donors

You might have heard: In June 2016, Mother Jones published a major exposé on private prisons (Mother Jones) But did you know: The success of Mother Jones’ prison exposé can be measured in awards, but Benjamin Mullin writes there’s another way to look at the success of the exposé: “It helped Mother Jones bring in a […]

Norway’s Amedia developed a common log-in system to use across its titles that encourages subscribers to build habits

Amedia, Norway’s largest media company, has developed a common log-in system to use across its 62 titles — and that system is encouraging subscribers build digital habits. The system is part of a three-step plan for Amedia: The first stage is converting print subscribers to digital subscribers, the second stage is encouraging non-subscribers to register […]

‘The fatal flaw in subscription models’: Digital subscriptions now require readers to pay for each publication separately

“Paywalls rely on publishers assuming that an individual will only have one or two subscriptions, and therefore that theirs is the only content worth paying for. Yes, on a publisher-by-publisher basis, it is critical that the content they produce is valued and paid for. But on an industry level, it isn’t sustainable,” Esther Kezia Harding […]

The New York Times says it has added 41,000 subscriptions since the election

You might have heard: After the presidential election, news organizations from The Wall Street Journal to The Atlantic are seeing significant upticks in digital subscriptions (Huffington Post) But did you know: Since last week’s presidential election, The New York Times says it has added 41,000 paid print or digital subscriptions — the largest subscription increase […]

FT’s plan for expanding its content studio into a full-service agency: Making better use of subscription data

After establishing its content-marketing studio FT Squared nearly a year ago, the Financial Times has plans to turn the studio into a full-service agency. With the acquisition of content-marketing video specialist Alpha Grid, it’s looking to improve its creative production. And for a paywalled publisher, a major part of its expansion plans include making better […]

Subscription models are necessary, because most publications can’t totally rely on advertising

“The idea of publications totally based on advertising is, I think, an illusion,” Talking Points Memo’s founder and editor-in-chief Josh Marshall says. “Some can do it, but I don’t think it’s ever going to be a sustainable model for most publications. There [needs to be] something great and special about any publication that people think […]

How to determine if a subscription model is right for your business

These days, you can purchase a subscription for nearly anything from groceries to razor blades. But as companies rush to implement subscription models, how can they ensure that it’ll be successful? Robbie Kellman Baxter outlines a few key steps to success, including why it’s important to create a culture of membership inside the organization. Baxter […]

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