Tribune presents lessons from news avoidance research and experiments
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Publishers are grappling with audience decline, AI, and changes to the ways people consume information. In 2025, The Texas Tribune conducted research and experiments focused on building trust, loyalty, and engagement with new and news-avoidant audiences in response to these trends.
Join the Tribune at 11 a.m. CT Wednesday, Sept. 17 for a virtual session with news outlets to share details about this work, what we learned about how to reach younger Texans through short-form video, and how we’re implementing new strategies to build trust with news-avoidance people and revamp our in-person engagement.
The virtual program will include an introduction and overview of the project by Tribune senior managing editor Ayan Mittra; an overview of the Tribune’s audience engagement strategies and short-form video from Director of Audience Matt Adams; and examples of the Tribune’s social media engagement from Audience Producer Laura Duclos. Presentations will be followed by an extended Q&A session with attendees.
Note: The Texas Tribune completed this research through partnerships with University of Minnesota professor Benjamin Toff, The Alliance for Trust in Media and the Google News Initiative.
The Texas Tribune is a nonprofit, nonpartisan news organization that is funded in part by donations from members, foundations and corporate sponsors. Financial supporters play no role in the Tribune's journalism. Find a complete list of them here.
More all-star speakers confirmed for The Texas Tribune Festival, Nov. 13–15! This year’s lineup just got even more exciting with the addition of State Rep. Caroline Fairly, R-Amarillo; former United States Attorney General Eric Holder; Abby Phillip, anchor of “CNN NewsNight”; Aaron Reitz, 2026 Republican candidate for Texas Attorney General; and State Rep. James Talarico, D-Austin. Get your tickets today!
TribFest 2025 is presented by JPMorganChase.
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