| Managers | Staff members | |
|---|---|---|
| Leadership | 58% | 42% |
| Marketing in new ways | 48% | 38% |
| Fluency with data | 39% | 31% |
| Entrepreneurial skills | 35% | 32% |
| Business of media | 34% | 29% |
| Understanding best practices | 33% | 28% |
| Understanding audience data | 32% | 22% |
| Conducting audience research | 31% | 26% |
MANAGERS3: % who said skill is very important for someone in their field
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About the Author: Laurie Beth Harris
Laurie Beth Harris was the Editorial Manager of the American Press Institute, and lead writer of API's morning newsletter, Need to Know, until May 2018.
She is the former copy fellow at Southern Living magazine. Laurie Beth is a graduate of the University of North Carolina at Chapel Hill's School of Journalism and Mass Communication. While at UNC, Laurie Beth served as copy desk editor at The Daily Tar Heel.
