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The Indo Daily: Trade On a Future Promise, Not a Legacy Product
2024 Finalist

The Indo Daily: Trade On a Future Promise, Not a Legacy Product

Irish Independent

Dublin, Ireland

Category Audio

Overview of this campaign

A key objective for the Irish Independent in 2023 was to put structures in place to build the top news podcast in Ireland. We would measure that not solely by chart position. The real gauges of success would be listenership, engagement, content, brand recognition and sponsorship/advertising potential.

We wanted an audio brand that could turn existing readers into listeners and reach a new audience that are unlikely to ever buy a newspaper. While this was not a novel idea, our aim was to bring a news offering that Ireland did not have – a mix of personality, heavy and light, thoughtful and thought provoking.

A key objective was to be ‘not just the radio’. Ireland is a country with very high radio listenership and this audience is well catered for. We designed this podcast to be short (20 minutes), sharp (well edited) and informed (with the best journalists telling their own stories). A big emphasis was put on production values and storytelling. It was hoped this approach of bringing the newsroom to listeners would give the podcast an authenticity that would engender trust.

Around 40pc of Irish adults describe themselves as regular podcast listeners, well above the EU average (32pc). Mediahuis Ireland decided to invest time and people in producing an audio offering that could become part of people’s day in the same way that the traditional newspaper was.

The Indo Daily podcast draws on talent from across the Mediahuis Ireland titles, primarily the Irish Independent and Sunday Independent.

Our aims were ambitious to: 

- Grow our weekly reach to be consistently more than 100,000 listeners by the end of 2023. 

- Credibly claim to be the market leader in News podcasting. 

- Develop the podcast style and find the right tone/topics for our audience. 

- Get the full newsroom invested in the project as part of our digitial transformation strategy.

- Become a sustainable product by attracting advertising/sponsorship. 

Results for this campaign

With the Irish Independent newspaper being the parent media outlet for our podcast, The Indo Daily has ensured that the same journalistic integrity is used across both our print/digital and audio material.

The trusted reputation of the podcast has grown. Apple listed The Indo Daily podcast as "one to watch" in its annual roundup and we have become the Number 1 news podcast on iTunes for Ireland.

The growth in brand/name recognition has led to a better than expected buy in from reporters who are now vying to get their stories featured. And as its position in the marketplace solidified, high-profile figures have sought invitations to be guests on special episodes. These include the Taoiseach (Prime Minister) whose appearance provided several news headlines across all other media outlets.

Sucess brought investment. The company approved a six-figure sum for new recording studios and to expand the output in to video. Many podcasts are now also recorded visually for promotional and editorial purposes.

Our brand recognition has increased to the level where our competitors - RTE (the national broadcaster) - have requested to use our content on their live broadcasts.

And our listenership figures have far exceeded the original target with download figures now hitting up to 160,000 a week. There were more than 6.5 million listens in 2023. One in four listeners are actually outside of Ireland, meaning we are reaching an audience that was definitely never going to buy a physical newspaper. 

Average monthly downloads jumped 130% - but we don’t measure success purely by that figure.

In the second half of 2023, insurance company Zurich signed a significant sponsorship deal for the show and they have now renewed that contract into 2024. This is in addition to pre-roll ads.

The podcast also won 'Daily Podcast of the Year' in Ireland as well as picking up an award at The New York Radio Festival, and won prizes at sectoral ceremonies such as the Smurfit Business Journalism Awards.


To contact a company representative about this campaign, click here for the INMA Member Directory

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