Everyone is talking about audio - but what's in it for your newsroom? (and your business and your audience)
If podcasting was already on the rise last year, it is exploding now and newsrooms all over Europe and the US are investing in and launching new audio strategies. The New York Times Daily podcast seems to be the success story publishers are trying to emulate - with recent launches including a soon-to-come daily from the Wall Street Journal, the Washington Post's Reports, Today in Focus from the Guardian, others from Elektra Bladet in Denmark and Swedish Radio. But as appealing as it is to get into audio, what's really in it for publishers? How will this help inform and engage audiences? How will audio help build membership and subscribers? Is it really a smart investment of resources in an ecosystem where resources and revenue are scarce?