New INMA report focuses on audio opportunities for news publishers

By Dawn McMullan


Dallas, Texas, USA


Embracing audio to provide an opportunity for publishers to grow their audiences while boosting engagement and revenue is the focus of a new report released today by INMA.

“Why Some Media Companies Are Betting Big on Audio” delves into:

  • Six reasons this is audio’s moment.
  • The power of podcasts.
  • Smart speakers.
  • The opportunity of audio articles.
  • The economics of audio.

Click here to download the report

Per the report, investment in audio is increasing amongst news media companies — adding dedicated audio roles and teams, embedding audio articles into Web sites and apps, and launching stand-alone audio apps for subscribers.

The synethic voice of Snoop Dogg can read news content.
The synethic voice of Snoop Dogg can read news content.

Written by INMA Product Initiative Lead Jodie Hopperton, “Why Some Media Companies Are Betting Big on Audio” looks at audio’s current possibilities and promise for the future, allowing media companies to weigh investment opportunities and decide where to place their audio bets.

Although audio isn’t new, the report suggests the increasing number of formats coupled with advancements in technology have created the perfect storm for audio to thrive. Further, as younger audiences grow up with audio, the platform can provide access to audiences that print or digital publications may not appeal to — and it has the added benefit of being a format audiences trust.

According to Hopperton, the same factors that make audio appealing to audiences also provide more ways for news publishers to monetise it. And, as the opportunities with audio continue expanding, so will the opportunities for monetisation.

In addition to practical tips and examples across audio from news media companies, the report looks at organisational structures and monetisation strategies. Case studies from Prisa, Funke, VOL.AT, News Corp Australia, Stuff, Kvartal, Stampen Media, and Svenska Dagbladet show how audio is being experimented with, implemented, and embraced throughout the news industry. 

“Why Some Media Companies Are Betting Big on Audio” is available for free to INMA members and for purchase by non-members at

About Dawn McMullan

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