The Associated Press is the oldest news cooperative in the world. On any given day, over half the world’s population sees AP news. With that kind of legacy and reach, the AP is always looking for new tools and technologies to help their news customers reach evolving audiences.
As more readers go to social media to consume news, publishers are struggling to execute the best distribution methods. Previously, the Associated Press had no way of knowing how their content was being distributed, or how it was playing amongst audiences. The AP needed a way to track content across the globe and understand its performance on all the social networks.
To meet the challenges of the changing marketplace, the AP trialed NewsWhip Spike in their global newsroom headquarters. After seeing the results, the AP implemented Spike in all of their newsrooms, to surface both global breaking news and the best regional content for local audiences.