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Survey: What it says about the future of journalism

Publishers must find ways to identify and then engage news seekers who look like subscribers but currently do not pay.

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 advertising dollars.

The Media Insight Project, a collaboration of the American Press Institute and The Associated Press-NORC Center for Public Affairs Research, has undertaken what we believe is one of the largest efforts ever to understand who subscribes to news, what motivates them, and how creators of journalism can engage more deeply with consumers so more people will subscribe.

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