| Message | Extremely/Very likely | Somewhat likely | Not very/Not at all likely |
|---|---|---|---|
| “Financial support from those who can afford it makes our news and information available to those who can’t. Support us today.” | 21% | 35% | 44% |
| “People must know the facts for communities to thrive. Support us today.” | 18% | 36% | 45% |
| “Stay informed. Support us today.” |
14% | 29% | 57% |
| “We keep our leaders accountable. Support us today.” |
13% | 37% | 50% |
| “We look out for our most vulnerable. Support us today.” |
12% | 36% | 51% |
| “We’ve served our community since 1906. Support us today. | 11% | 33% | 56% |
| “Our community needs a watchdog. Support us today.” |
11% | 31% | 58% |
VALUES 45: Messaging Reflecting Different Values Affects Americans’ Overall Likelihood to Subscribe
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About the Author: Jeff Sonderman
Jeff Sonderman is the former deputy executive director of the American Press Institute.
Before joining the American Press Institute in 2013, he was the digital media fellow of The Poynter Institute. His earlier journalism background includes digital news — helping to launch TBD.com, a local digital news startup in Washington, D.C. — and various roles in newspapers, as an award-winning reporter, online editor and metro editor of The Times-Tribune in Scranton, Pa. He was the architect and developer of API's Metrics for News analytics software that reinvents how publishers use data to inform content strategy. He also edited API's Need to Know newsletter, and designed API's Strategy Studies research format for in-depth strategic guidance. And he consulted with publishers on a range of issues related to content strategy, organizational transformation, audience development, newsroom structure and workflows and product management. He graduated from the Missouri School of Journalism.
