PNA Foundation Readership Workshop featuring API’s Tom Rosenstiel provides valuable insight for news media attendees

  • Jun 03, 2015

Nikki Rhoads, communications director

A PNA Foundation workshop held in conjunction with the PA Press Conference explored readership. "Readership: A Closer Look at Your Audience" featured Tom Rosenstiel, executive director of the American Press Institute. The workshop included the latest research from API on how audiences engage with news and why.


During the workshop, Rosenstiel emphasized ways that news media companies should engage with their audiences, now that the audience in charge, and news organizations can no longer force audiences to consume news on the industry’s terms.

Highlights from the workshop included:

  • Most Americans – no matter their age – consume news across multiple platforms and sources
  • Topic – more than age – determines the source people turn to for news
  • News media organizations’ strategies should exploit their audience’s multi-platform behavior
  • News media organizations should determine topics they will excel at and rethink their content models – they can’t be a catch-all, and must specialize in something
  • Creating knowledge and making community connections should be the focus of news media organizations, not simply writing stories
  • Start-ups are good companies for news media organizations to learn from, as they know how to innovate


Tom Rosenstiel is an author, journalist, researcher, media critic and one of the nation's most recognized thinkers on the future of media. Before joining the American Press Institute in 2013, he was founder and for 16 years director of the Project for Excellence in Journalism at the Pew Research Center in Washington, D.C., and co-founder and vice chair of the Committee of Concerned Journalists. During his journalism career he worked for the Los Angeles Times, Newsweek, MSNBC and more. He is also the author of seven books. Read more about Rosenstiel on the American Press Institute website.

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