| Message | People who most value giving voice to the less powerful* | People who least value giving voice to the less powerful* |
|---|---|---|
| “We look out for our most vulnerable. Support us today.” |
21% | 9% |
| “Financial support from those who can afford it makes our news and information available to those who can’t. Support us today.” | 36% | 19% |
VALUES 47: People who value “giving voice to the less powerful” are more likely to contribute financially to local media
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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.
