Jeff Sonderman

Jeff Sonderman

Product Tech Consultant

Jeff Sonderman is the founder and CEO of Delta Flow Solutions LLC, a consulting firm providing solutions for news enterprises. He provides an array of strategy and technology solutions that address audience growth, business innovation, and financial sustainability. He created and currently operates the GlueLetter analytics software for email newsletters.

He has served journalism in many roles over the years — as a senior executive, team manager, organizational change coach, journalist, editor, product inventor, product manager, software developer, audience researcher, analytics leader, trainer, and educator.

Sonderman is the former Deputy Executive Director of the American Press Institute, a leading national nonprofit organization advancing innovation and sustainability in the news industry. At API he helped lead teams that transformed the cultures and business models of dozens of big and small news organizations. He oversaw continuous expansion at API, quadrupling the staff and budget in a span of 8 years.

Sonderman is the inventor and lead developer of several news technologies in addition to GlueLetter. He created and currently operates Arcfully, a suite of tools for publishers who use the Arc XP CMS. He created the Metrics for News analytics software used by more than 200 news enterprises to reinvent audience data and learn what types of content best engage readers and convert subscribers. And he invented the Source Matters software for newsrooms to track and improve the diversity of people they cite as sources.

He has conceived and produced major audience research studies including: how consumers decide to purchase news subscriptions, how young adults get news, modern news consumer behavior, and the nuances of the trust crisis.

Sonderman completed the Media Transformation Challenge Fellowship at the Harvard Kennedy School Executive Education, applying pragmatic concepts of strategy, innovation, organizational change, and personal leadership to identify and achieve business outcomes.

He has taught digital journalism trends and strategies at Georgetown University, and as the digital media fellow and adjunct faculty at the Poynter Institute.

Sonderman started his career as a graduate of the Missouri School of Journalism, followed by formative jobs as an award-winning business and health care writer, business editor, metro editor, web editor, community engagement lead, and managing editor for a newspaper and later a local digital news startup.

He lives in Falls Church, Virginia, and works with news publishers around the United States and internationally.