A comprehensive portrait of the modern news consumer


As the news environment and technology has changed rapidly, so have the behavior, attitudes and expectations of the American news consumer. Any news publisher aiming to sell subscriptions or grow an audience must understand some fundamental new realities about the ways people now consume and purchase news.

Research by the American Press Institute, as part of the Media Insight Project, has steadily uncovered new insights about news consumers, such as whether people seek out news or bump into it accidentally, reasons people pay for news, which devices and news sources people use for different situations, how people really think about "trust" in news, and the ways young adults are different or similar to previous generations.

On Tuesday, Feb. 26, at the Mega-Conference, API Deputy Executive Director Jeff Sonderman will highlight the most important of these ways that news consumers are changing and explain the new strategies and opportunities this presents for news publishers.

Sonderman says: "The key objectives many publishers are facing these days, such as growing and retaining subscribers and reaching bigger audiences, depend on understanding modern news consumers. The American Press Institute has worked with publishers to explore some of the most pressing questions – like how trust really works, how young people get news, and who will pay for news and why. We'll share some of the insights you can apply in your business today."

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