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Podcasts and Audio

“INMA Knows” is a content surfacing project designed to personally curate all association resources on a single subject of high interest to INMA members

Introduction

The podcast industry generated an estimated US$479.1 million in revenue in 2018, up 53% from the year before, and is expected to produce more than US$1 billion by 2021. Young audiences are particularly drawn to podcasts. Here are some of the most important case studies and some hard-learned advice on podcast content and monetisation of the growing audio content platform from INMA members

Dawn McMullan

— Dawn McMullan, INMA

Exclusive INMA material on “Podcasts and Audio”

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How publishers are innovating with content, experiences during the pandemic

INMA Researcher-in-Residence Grzegorz Piechota shares COVID case studies from The New York Times, VG, and Gazeta Wyborcza.

30 April 2020

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Reuters Institute shares audio strategies for media in 2020

Nic Newman of Reuters Institute shares an in-depth look at what 2020 holds for podcasts and other audio news. A hint: Research shows top initiatives for publishers are daily news podcasts, chat interview format, and serials.

08 January 2020

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Podcast entrepreneur tells publishers to grab audience while they still can

To get podcast audiences, news media companies need to take down paywalls and charge a fixed price for advertising.

24 September 2019

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How Politico is building a winning podcast strategy

In the changing landscape of podcasts, Politico has evolved and adjusted to build an audio strategy. Here, the news brand shares three key components of its podcast content plan.

10 July 2019

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12 content ideas for podcasts

To engage a podcast audience, interview experts in the niche, offer personal commentary on the topic, and comment on recent related reports or research.

12 August 2019

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Podcasts: Creating habits that lead to subscriptions

The New York Times, The Economist, Aftenposten, Digiday, Wondery, Politico, and Gatehouse Media share lessons learned during early podcasts days with INMA audiences during the World Congress of News Media.

22 May 2019

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Herald Sun harnesses popular podcast for subscription opportunities

The Herald Sun uses its Life and Crimes podcast as a marketing tool for journalism, which ultimately drives reader subscriptions.

03 September 2019

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How Indian Express Group created a podcast strategy and culture

The audio team at The Indian Express Group shares its strategy, successes, and challenges with INMA members. Hear what's working in this country with a growing podcast audience of 57% annually.

20 February 2020

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Globe and Mail looks beyond podcasts for audio opportunities

The Globe and Mail is testing audio articles as a way to activate print readers to explore digital offerings and to more deeply engage online readers.

19 June 2019

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Agora Radio brings in revenue through podcast subscriptions

TOK FM in Poland has found success by selling on-demand audio subscriptions to its unique and valuable podcast content.

23 July 2019

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News publishers grapple with monetising podcasts

De Standaard has two successful podcasts, but the question remains how it (and other news brands) can tap into their full financial potential.

18 February 2019

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Podcasts value lies in marketing journalism

Though podcasts haven’t proven to be a lucrative financial source, they help emphasise the importance of quality journalism.

11 March 2019

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Stuff takes on climate change with One Hot Minute podcast, video series

The One Hot Minute podcast, paired with a 60-second video series, was created to engage listeners who might not normally be interested in the topic of climate change.

13 September 2021

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Schibsted drives digital subscription growth with podcasts

Schibsted is looking at podcasts as an important way to drive digital subscriptions growth and revenue.

08 September 2021

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News Corp Australia’s On Guard podcast series delivers unprecedented engagement

News Corp Australia's series, On Guard, capitalised on the nation’s fascination with true crime, and its success paved the way for more true crime content. In addition, audiences confirmed they would pay for such premium content.

26 July 2021

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Kölner Stadt-Anzeiger launches regional podcast strategy

The main drivers for launching its two initial podcasts were that they could launch quickly, be produced with limited capacity, and had capacity for reach and ads or sponsorships for monetisation.

20 July 2021

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JoongAng Ilbo targets young female readers with YouTube channel

South Korean media company JoongAng Ilbo saw a need in its market: YouTube content that targets Millennial and Gen Z female audiences. Its “Listen for a Smart Life” content does just that.

19 July 2021

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VG relaunches its true crime podcast, listening rates skyrocket

The Crime Podcast kept its original name, but everything from the artwork, custom composed music, episode structure, and casting of the show hosts was updated.

19 July 2021

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TTELA documentary delivers the sights, sounds of local journalism

TTELA Documentary provides its audience with a full multimedia experience, including articles linking to a podcast, videos, and social media.

01 July 2021

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Latin American podcast amplifies the risks journalists take

Periodismo en Riesgo is a podcast about journalists who perform their work in dangerous situations.

21 June 2021

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Lancaster Farming podcast on hemp grows new audience

The Industrial Hemp Podcast builds upon the trust of the Lancaster Farming newspaper and brings the same commitment to its audience while covering the hemp industry.

15 June 2021

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Social media, podcasts lead the way toward new digital audiences

Two executives from FTI Consulting led INMA members through a Webinar on various strategies publishers can use to win with new digital audiences and how to succeed in digital platforms of today and the future.

21 April 2021

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ACM creates a podcast for “real Australia”

The Voice of Real Australia podcast tells the stories of rural Australians and has helped increase subscriptions as it gains listeners.

29 March 2021

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5 podcasts feature feminist content in Mexico

Feminist-focused podcasts in Mexico offer women a place to explore and discuss issues relevant to them.

29 March 2021

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Toronto Star podcast proves perfect for pandemic and beyond

Toronto Star already had scheduled the launch of the “This Matters” podcast last spring, but lockdowns and the global pandemic changed content plans. Here’s how the team pivoted early on and in the following months.

21 March 2021

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VG’s famous logo becomes a sound — complete with a hidden homage

Verden Gang’s new sonic logo contains heavy bass strings that have weight and credibility with lighter and more playful tones adding the VG touch.

08 March 2021

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Los Andes’ 170 podcasts reach 173,000 listeners in first year

Los Andes was one of the first media companies in Argentina to explore podcasting. It has now become a leader in the space, with topics ranging from news to true crime to music.

01 March 2021

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New INMA report explores economic promise of podcasts for news companies

Featuring case studies from eight news media companies and a deep dive into The Daily podcast, the latest report by INMA explores the content and revenue possibilities of the platform.

18 February 2021

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Audio news expert shares the why and how of spoken content

In a members-only Webinar, Chris Stone, executive producer of audio and video at New Statesman Media Group, outlined opportunities and strategies for success in audio — from podcasting and beyond — to reach, nurture, and connect with audiences.

17 February 2021

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Irish Times podcasts find perfect pairing with chocolatier

Premium chocolate brand Green & Black’s sponsored three podcasts from The Irish Times to drive awareness and market penetration while strengthening the brand’s core image.

24 January 2021

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INMA Elevate Scholar: Mitzi Natalia Hernandez Cruz of OEM

INMA is featuring the winners of its debut Elevate Scholarship in partnership with Google News Initiative. Today’s spotlight: Mitzi Natalia Hernandez Cruz, podcast producer at OEM.

14 December 2020

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New storytelling platforms need the same rigorous standards as print

The New York Times’ recent controversy over its podcast Caliphate highlights how essential it is that high-quality journalism remains the norm in newsrooms, regardless of the medium.

13 December 2020

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Advance Local increases ad revenue stream through podcasting

In an exclusive Webinar for INMA members, Advance Local shares its experience and learnings in creating a podcast strategy that has driven revenue.

11 November 2020

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Evening Standard shares 7 reasons to invest in short-form audio content

Times and reader habits have changed since the Evening Standard launched its audio project. Experience and research show investing in short-form audio content is a chance to promote flagship content, help surface a brand’s feed, and differentiate in a crowded marketplace.

26 October 2020

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4 podcast pitfalls brands need to avoid

Podcasting is a powerful form of brand development, but media companies need to prioritise authenticity and avoiding treating the product like digital advertising.

25 October 2020

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Wall Street Journal, Spotify partnership attracts followers, sponsorship opportunities

With The Wall Street Journal’s podcast inserted into Spotify playlists, the WSJ found new digital followers and attracted more than 30 advertising sponsors.

12 October 2020

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Schibsted takes control, publishes its own podcasts

Schibsted is integrating its podcasts more closely with the news sites, enabling user payments for podcasts and a bigger ad inventory for advertisers.

05 October 2020

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How BBC is creating voice-first news to meet audience needs

The BBC led INMA members through a Webinar discussing the company's journey into experimenting with voice technology to reach more audiences.

30 September 2020

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El Observador addresses gender inequities with podcast, subscription offer

RompeCristales, which means “glassbreakers,” is both a subscription plan and a podcast series designed to address the gender pay gap in Uruguay. Here’s how El Observador brought attention to the issue and gained subscriptions from female readers.

17 August 2020

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Digital transformation and adopting the 7/1 model

INMA Presentation File

22 May 2020

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Readers-First: How to use video and audio to drive subscriptions

INMA Presentation File

20 May 2020

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Economist Radio

The Economist has been involved in digital-audio publishing for a long time. It launched its first podcasts in 2006—back in the heyday of the iPod, Apple loaded The Economist podcasts onto the demo devices found in its stores—and we now publish five shows a week, plus various extras. In 2007 we launched ...

01 March 2020

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Express Podcasts: Developing an audio strategy

INMA Presentation File

20 February 2020

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Media audio strategies on demand for 2020

INMA Presentation File

08 January 2020

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India Express Audio

INMA Presentation File

18 November 2019

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Product culture, frictionless checkout, and monetisation of podcasts

INMA Presentation File

23 July 2019

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How Politico developed its audio strategy

INMA Presentation File

10 July 2019

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Building a content + business strategy

INMA Presentation File

16 May 2019

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Podcasting at The Economist

INMA Presentation File

16 May 2019

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Podcasting for profit

INMA Presentation File

16 May 2019

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GateHouse Media’s approach to streaming, short-form audio, podcasting, and smart speakers

INMA Presentation File

15 May 2019

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The voice ecosystem

INMA Presentation File

14 May 2019

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New INMA report focuses on audio opportunities for news media companies

Consumers all over the world are talking to Alexa and Google in their homes daily. Not surprisingly, they now want content on those devices — and advertisers want in on it, too. INMA’s newest report explores what news media companies are doing with this new platform.

21 February 2019

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