Director of Product Strategy
Liz Worthington is Director of Product Strategy at the American Press Institute. Our current portfolio of audience products for news organizations includes Metrics for News and Source Matters.
Metrics for News is a content strategy analytics tool that helps publishers better understand their audiences through data. Source Matters is API's new source diversity tracking tool that can help publishers answer important questions about sourcing and how their coverage reflects the voices of their communities.
Liz manages a small team of engineers and audience strategists that support API's proprietary tools built to help publishers answer important audience and sourcing questions, identify better ways to engage users, build loyalty and drive subscriptions.
Liz has been at API for about 8 years, which she joined after nearly 10 years as a reporter and editor. Before API, Liz worked as the Senior Editorial Trainer for Patch.com where she built an editorial curriculum that focused on enhancing staff skills in digital news, social media and audience development. She also worked as a manager and editor during her time there. Previously, she worked as a local news reporter for the Island Packet in Hilton Head, SC, and the Culpeper Star-Exponent in Culpeper, VA. Liz is a 2005 J-School graduate from the University of Missouri-Columbia.
Email Liz at liz.worthington@pressinstitute.org.
More from the author
Introducing API’s 2023 Source Matters cohort
Thirteen news organizations are starting 2023 as part of a cohort assembled by the American Press Institute to track the diversity of people quoted in their stories through Source Matters, API’s award-winning source diversity tracking and analysis tool.
Start your 2022 source tracking goals now
Is your newsroom working to broaden the diversity of your sources to better reflect and serve the communities you cover? There are many ways to [...]
Track the diversity of your sources with Source Matters — an easy automated tool from API
In recent months we at the American Press Institute have taken a deep dive into how news organizations can expand their sourcing to represent fairly [...]
