Since the dawn of the web, many news organizations and media watchers have made key strategic decisions based on deeply held beliefs about who accesses news online, and how people get and perceive news in general. New audience research published today by an American Press Institute initiative indicates that many of these beliefs are now obsolete. This has profound implications for disseminating news and information, from the global level down to the local communities.

According to the report The Personal News Cycle, the starting point for most Americans' connection to news has become quite diverse. No longer is it common for people to turn first to a few trusted news outlets. Rather: "The nature of the news itself -- the topic and speed of the story -- largely determines where people go to learn about events and the path they take to get there."

In other words, to a certain extent, the message has become the medium. Or at least, the channel.

The report also overturns longstanding demographic assumptions that have determined many common editorial, engagement and revenue strategies by news organizations. "In contrast to the idea that one generation tends to rely on print, another on television and still another the web, the majority of Americans across generations now combine a mix of sources and technologies to get their news each week."

And: "The percentage of people who say they follow news about local affairs, business and the economy, health and medicine, schools and education, and social issues, among other topics, differs little by generation. And, even for topics where younger news consumers are less avid followers than their elders, they still report high levels of interest."

Finally, despite the increasing fragmentation of the news landscape and channels, most Americans believe it's now easier to keep up with the news than it was five years ago.

Does all of this represent growing opportunities for independent, newer community-focused news and engagement projects to attract local attention? Perhaps.

This report is based on a survey by the Media Insight Project, a new initiative of the American Press Institute and the Associated Press-NORC Center for Public Affairs Research. In January and February 2014, they conducted a nationally representative telephone survey of 1,492 U.S. adults.

Here are five key findings, and there potential implications for community information, news and engagement projects:

1. Fast news vs. slow news Which channel people turn to first for news depends mainly on whether the story is perceived as "fast" (breaking or rapidly unfolding news) or "slow" (more driven by issues, analysis, context or impacts). Also the topic of the story often determines the channels and venues where people will turn for news.

Takeaway: Assess the news and information you produce by these criteria, to decide which platforms and outreach/engagement strategies it makes sense for you to rely to connect with your community on various story types.

2. Device diversity. In any given week, most Americans use four out of the following five devices or technologies to get news: TV, computer/laptop, radio, print newspapers/magazines, cell phones and tablets.

Takeaway: It helps to produce content in formats friendly to as many of theses devices as possible. This goes beyond ensuring that you have a mobile-friendly website. Since many legacy news outlets have been struggling financially, they're often more willing to republish content created by reputable third parties. Consider also producing some audio or video content that's suitable for broadcast, concise print-friendly stories, and always direct people to your web or social media presence for more details or engagement options.

3. News alerts inspire interest and trust. Nearly half (47%) of Americans report that they receive news alerts via text, email, or apps. Also, "They tend to trust this information at higher rates (50%) than any other discovery method. And smartphone and tablet owners are "twice as likely to receive news alerts, and more than twice as likely to share news."

Takeaway Do offer news alerts -- at least by e-mail and social media, but also via text messaging if possible. Use these channels judiciously, so that when you use them, subscribers are more likely to notice and pay attention.

4. Local newspapers attract the most local news seekers. 75% of news consumers follow local news -- making it the third most-followed news topic. Most people still turn first to local daily or weekly newspapers (in print or online) news about local schools, education, arts, culture, and community issue. Local TV stations tend to be the first choice for local crime, public safety and health news. And overall, traditional news organizations tend to inspire the most trust in news audiences.

Takeaway: Content partnerships with local papers may be an important way increase community awareness of your information or engagement project. Consider how your news and information might complement local traditional journalism, so you can position your venue as a value-add when courting newspaper partnerships. Such partnerships can also confer greater "trust by association" to your news and information.

5. Word of mouth matters. While nine out of 10 people discover news from news organizations, the next most popular channel of news discovery (nearly 70%) is word of mouth.

Takeaway: Word of mouth can prove especially valuable at the local level, for obvious reasons. Often this is because people want to discuss, not just share, news and information. To spur discussion, it can be helpful to pose questions in your content that might resonate with community members.

However, people do care a great deal about the reliability of news about 80% say they tend to be skeptical about news and information they encounter via word of mouth -- so be sure to substantiate your content carefully and clearly. Word of mouth can spark initial interest, but quality of information is what probably will hold your community's attention.