“How are we all connected? That is the bigger reason why I pay a lot of attention to international news coverage.”
Global Press Journal reader, API female, 35-54, living in the U.S., born outside of the U.S.
Global Press Journal’s audience has been steadily growing for years. Then, during the pandemic, the demand for high-quality international news skyrocketed and millions of readers found their way here. Throughout 2021, we invested in robust audience research — studying for the first time our growing U.S.-based audience and measuring audience growth potential in key markets, like Zimbabwe and Mexico. Here’s a look inside our audience research in 2021:
What Readers Are Saying About Global Press Journal
As we dove deep into measuring audience size and engagement, we never lost sight of the fact that readers are people. People read the news to inform and improve their lives by better understanding the world and their places in it.
Reader Testimonials
Click the circles below to hear what our readers have to say about Global Press Journal.
Serving Diverse Global Audiences
Global Press Journal reaches a large global audience in six languages through direct and syndicated channels. Our audience strategy prioritizes local readers in Global Press coverage countries who lack access to accurate information and curious global readers hungry for accurate information about the world. We work hard to reach these diverse local and global audiences by partnering with dozens of local news outlets, schools and NGOs that republish our world-class stories.
In 2021, we saw a 38% increase in republication partnerships, ranging from national newspapers to hyperlocal community news sites.
Here are some new partners serving readers across sub-Saharan Africa:
PML Daily
“It's been very beneficial working with (Global Press) and your network of correspondents in Uganda and the East African region. We are always grateful for the collaboration, which is the future of great journalism projects and media business sustainability.”
Alex Bagyenzire Atuhaire, editorial director
AfricanArguments
“Global Press Journal articles allow us to expand our coverage from the ground with high-quality journalist-led features on often under-reported issues.”
James Wan, editor
The Zimbabwean
“We have found (Global Press) articles to be immensely insightful and well-researched and they have been of great interest to our readers and have helped us broaden the scope and reach of our feature writing.”
Wilf and Trish Mbanga, editor and publishers
Audience Research 2021:
What did we learn?
Global Press Journal serves a growing global audience of readers outside of our coverage countries. In fact, the U.S. is now Global Press Journal’s largest country audience. In 2021, we invested in a nationwide audience research project, which included in-depth interviews, focus groups and a nationwide survey, to better understand who our U.S.-based readers are and how they respond to our mission and model.
Who are these readers?
More than 65% of Global Press Journal’s U.S. audience has a significant international connection to one or more of our coverage countries. What will we do with this information in 2022? Global Press is building powerful partnerships with media organizations currently serving or working to better serve these important readers.
Fun Fact
Global Press is serving readers in the United States who are members of diaspora, migrant and refugee communities.
What’s our market share?
In a nationwide survey of adults living in the U.S. who say they read international news a few times a month or more, 8% of respondents indicated that Global Press Journal was where they went most often to read international news.
Fun Fact
Respondents cited The New York Times and BBC as top choices, with 38% of market share. Outlets with equivalent market share to Global Press Journal were The Economist, The Guardian and Al Jazeera, with 8-12%.
"Now I understand how U.S. reporters sent to another country to report the news can lack understanding (of) the place's history and context leading to biased news and perpetuating stereotypes." API woman, 18-24
What kind of reporters do readers prefer?
Given the option to hear from a foreign correspondent or local reporter, a majority chose a local reporter who is from the location they are covering, citing source access, context and trustworthiness.
Fun Fact
Global Press Journal reporters, all local women who are from the communities they cover, tested as credible or more credible in side-by-side comparisons with foreign correspondents.
What do readers think about the Global Press Style Guide?
When compared to mainstream international coverage that does not use the Global Press Style Guide, two-thirds of participants said they prefer sentences written with the guide because it makes the stories clearer, more interesting and more meaningful.
Fun Fact
No U.S.-based readers could correctly define the term Global South.
That’s a great reason not to use the term.
"I’m ashamed that I never even thought of this — that all I’m getting is the tip of the iceberg in a story by foreign correspondents. I’m glad I now have learned about a very positive alternative." White woman, 55-64
More key takeaways:
Innovation ranked #1 as the topic participants want to hear more about in international news coverage.
A majority of participants said they tune out international news because it overemphasizes war, poverty, disaster and disease.
Ethical and accurate were the terms most used by participants to describe the kind of journalism they seek out.
Most U.S.-based readers are unfamiliar with the concept of non-profit news organizations.
The majority of participants said parachute journalism is an unethical or ineffective practice.
The term reporter tested as more credible and reliable than the word journalist.
What’s next?
Global Press is investing in brand awareness and building powerful partnerships in 2022.
Dial Fellowship
In 2021, Global Press CEO Cristi Hegranes was selected as an Emerson Collective Dial Fellow. Through this fellowship, Cristi and the Global Press team will be accelerating external communications, brand awareness and partnership building.
Partnerships
In 2022, Global Press Partnerships Manager Caira Conner will be building bold partnerships with media organizations currently serving or working to better serve diverse readers in the U.S. and around the world.
Thanks to these opportunities, you’ll see Global Press team members sharing their stories and expertise more than ever before.
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