Art, links, metrics, accessibility are key for audio success

Lauren Osen of Apple Podcasts offers four key tips for news companies looking to up their audio game.

20 November 2024

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Why “make me feel nostalgic” should be one of your user needs

Dmitry Shishkin, CEO of Ringier Media International in Switzerland, shares why “make me feel nostalgic” is a user need news companies should pay attention to. Also, where does audio fit into a news company’s content strategy?

19 November 2024

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GenAI town hall highlights key learnings in newsroom, personalisation, revenue

During this week’s Generative AI Town Hall, lead Sonali Verma shared case studies and learnings from the almost year-old initiative.

14 November 2024

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A look at OpenAI’s new voice and search features

Here’s a look at what the prototype to SearchGPT by OpenAI may mean for news companies. Also the future of OpenAI voice.

13 November 2024

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New AI technologies are changing the user experience

INMA Product Initiative Lead Jodie Hopperton shared new features and tools from Apple, Google, and OpenAI during this week’s Webinar.

06 November 2024

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WAMU focuses on its strengths to become a centre of audio excellence

During a recent INMA Webinar, WAMU’s Erika Pulley-Hayes and Michael Tribble talked about how the station transformed itself into a “centre of audio excellence.”

03 November 2024

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DRIVE aims to strengthen regional publishers with Future North Sea project

The North Sea coast is experiencing profound changes, including growth in renewable energy like offshore wind farms. The Future North Sea project is designed to help publishers connect with and meet the needs of the affected communities using constructive journalism.

03 November 2024

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Review of Meta Ray-Ban smartglasses illustrates pros, cons

Meta Ray-Ban smartglasses offer fun audio use cases, but do the AI possibilities make sense for news companies?

30 October 2024

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Apple Podcasts can help news media companies boost their content strategy

During this week’s Webinar, INMA members heard from Lauren Osen, who heads creator partnerships at Apple, as she shared an overview of some of the latest updates and tools from Apple Podcasts.

30 October 2024

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Audio presents an exciting yet terrifying future for news

There are red flags for transitioning users from AI-driven search engines to audio news content.

29 October 2024

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Audio grows in prominence, brings challenges into an AI world

Meta Ray-Ban smartglasses offer fun audio use cases, but do the AI possibilities make sense? Also, there red flags for transitioning users from AI-driven search engines to audio news content.

29 October 2024

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Media companies turn to live blogs for breaking news, fostering real-time conversations

Media companies are finding it increasingly difficult to reach new audiences via traditional platforms, reinforcing the need for innovative solutions to maintain visibility and engagement.

09 October 2024

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Visionaries unite: Shaping media landscape of tomorrow

INMA Presentation File

27 September 2024

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VerificAudio by Prisa: Verification of audio

INMA Presentation File

26 September 2024

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With The Indo Daily podcast, Irish Independent moves into the future

To meet changes in the way audiences consume content, the Irish Independent created The Indo Daily podcast and quickly surpassed its target numbers.

18 September 2024

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Great Zimbabwe University Campus Radio finds an audience far beyond students

Great Zimbabwe University’s radio training programme has grown into a station with a presence across multiple platforms and an audience that extends far beyond its original target market.

11 September 2024

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Umucyo Radio reaches Christian audiences with positive content

Cecile Nyirahavugimana, managing director of Umucyo Radio, explained to attendees at the INMA Africa News Media Summit how the country’s first Christian radio station is making a difference in the country.

19 August 2024

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Svenska Dagbladet embraces audio to increase engagement

During this week’s Webinar, Ebba Linde, head of product and UX, shared Svenska Dagbladet’s journey to embrace synthetic voice technology.

11 August 2024

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Spotify shares lessons learned about building paying audiences

Speaking at the recent INMA South Asia News Media Festival in New Delhi, Amarjit Batra, general manager/SAMEA and managing director of Spotify in India, shared the “Spotify way” of growing audiences.

05 August 2024

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Building audio streaming category

INMA Presentation File

25 July 2024

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Prisa embraces the promise of Spanish-language podcasts

The Spanish-speaking market is the world’s second-largest podcast market. Here’s how Prisa is developing its audience and content strategies embracing that opportunity.

22 July 2024

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El Podcast como altavoz de las sociedades en español

INMA Presentation File

18 July 2024

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Stuff’s Newsable provides daily audio news programme for the news avoidant

To attract a younger, often news-avoidant audience, New Zealand’s Stuff Group created a daily audio product that is as addictive as it is essential.

15 July 2024

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Livestreaming, podcasts engage audiences, offer seamless ad opportunities

When media companies take advantage of livestreaming and podcasting, they stay relevant while also creating the conditions for stronger audience connections.

17 June 2024

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NWZ builds its audio offerings with Ukraine podcast Vdoma

In 2023, Nordwest-Zeitung added the Ukraine podcast Vdoma to its growing portfolio of audio products. Lina Safronova, who fled Ukraine during the war, hosts episodes that cover various topics surrounding the war in Ukraine.

09 June 2024

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Morning Edition podcast relaunch supports mission of Sydney Morning Herald, Age

The Sydney Morning Herald and The Age strive to find the story behind the story with the best journalists in Australia, and the evolution of The Morning Edition podcast has allowed the publications to further realise that mission.

20 May 2024

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Economist, Bauer, Tortoise share audio, podcast success stories on London study tour

Audio content has become a key audience driver — and, newly, a revenue driver. On a recent INMA study tour through London, The Economist, Bauer Media, and Tortoise shared their audio content success stories.

07 May 2024

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News companies optimise subscription models with dynamic paywalls, targeted audience engagement

From dynamic paywalls to engaging new and niche audiences, media leaders from Corriere della Sera, El País, Financial Times, Piano, Eurozet, Scientific American, and NWT Media shared how their companies are maximising revenue opportunities in their digital subscription strategies during the INMA World Congress of News Media in London.

06 May 2024

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Schibsted, Bonnier executives share sustainability strategies amidst digital transformation

During INMA’s 2024 World Congress of News Media in London, Siv Juvik Tveitnes, chief executive officer at Norway’s Schibsted News, and Anders Eriksson, chief executive officer at Sweden’s Bonnier News, discussed the digitisation of the media industry.

28 April 2024

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Data, AI, audience expansion techniques drive high-performance newsrooms in the digital era

During the INMA World Congress of News Media in London on Thursday, a panel of editors from media companies around the world discussed what business models are working in the rapidly evolving digital age.

26 April 2024

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News publishers share multimodal storytelling strategies

During a recent INMA members-only Webinar, Product and Tech Initiative Lead Jodie Hopperton and Newsroom Transformation Initiative Lead Amalie Nash talked to executives at Newsday, Alma Media, and Svenska Dagbladet about making multimodal storytelling part of their newsroom culture.

17 April 2024

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What does GenAI mean for the ROI of audio?

GenAI is bringing audio solutions to many news media company challenges, including customer service calls, transcription, and video voice-overs.

02 April 2024

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What your contemporaries are doing with GenAI

Generative AI is still at the stage where everyone is looking to see what their peers are doing. Here’s a list from entries into this year’s INMA Global Media Awards to give you a clue. Plus, what does GenAI mean for the ROI of audio?

28 March 2024

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4 news publishers share how they prioritised a readers-first approach

During INMA’s Media Subscription Summit, attendees heard about reader-first initiatives and digital transformation from leaders at Göteborgs-Posten, Stampen Media, La Repubblica, and Advance Local.

04 March 2024

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Jagran New Media follows the data to develop new products, grow its audience

During this week’s Webinar, INMA members heard from Debosmita Bhattacharya, product head at Jagran New Media, about how the company has leveraged data insights to grow its business.

21 February 2024

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Kleine Zeitung’s 5-part podcast series draws younger readers, new subscribers

When Graz put its first female mayor — and first communist leader — in power, Kleine Zeitung launched a podcast to examine the past, present, and future.

19 February 2024

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Göteborgs-Posten podcast uses an innovative format to find a new audience

To develop a successful daily podcast, Göteborgs-Posten avoided copying other news publishers and instead created something entirely different. The blend of news and humour found an immediate following that includes younger female listeners.

14 February 2024

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Corriere della Sera, Globe and Mail leverage the news cycle for growth

During Wednesday’s Webinar, Maria Sgromo, head of digital subscriptions for Corriere della Sera in Italy, and Andrew Kendall, managing director/subscriber revenue at The Globe and Mail in Canada, shared growth strategies with INMA members.

01 February 2024

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Aftenposten shares lessons learned about audio articles

Since introducing an automated text-to-speech feature in March, Aftenposten has learned what users like as well as what they would like to see changed.

23 January 2024

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Aftenposten increases engagement by tweaking audio article UX

Aftenposten has offered the option of listening to audio since March, but the media company saw a dramatic increase in engagement when it introduced curated playlists and an auto-play feature.

22 January 2024

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Schibsted finds success with AI audio

Looking to deepen engagement with its journalism and attract younger audiences, Schibsted recently turned to audio articles.

15 January 2024

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The Australian grows its audience with hit podcast

After its podcast The Teacher’s Pet brought attention to the cold case of a missing wife and mother, The Australian followed up with a second hit podcast, The Teacher’s Trial, which was downloaded more than 8 million times.

15 January 2024

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Audio products, enhancements for media are developing at lightning speed

Audio products and enhancements are coming in fast. Here are thoughts on how news media companies can use them to their — and their users — benefit.

04 December 2023

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Audio-first media company Tortoise focuses on commercialising slow news

Alice Sandelson, commercial strategy director for audio at Tortoise, shares why the company moved to audio-first and how it is bringing in revenue from its audio products.

09 November 2023

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Kyiv Independent shares 3 lessons for growing a media startup during a war

The Kyiv Independent was launched in November 2021 to provide unbiased reporting. Four months later, the startup took the lead to cover Russia's invasion of Ukraine and became the leading source of trusted news.

30 October 2023

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Podcasts offer a growing array of revenue, engagement opportunities for media companies

During this week’s Webinar, INMA members heard from Chris Stone, executive producer at The New Statesman, about the many ways podcasts can be introduced as part of a content strategy.

25 October 2023

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Times of India’s Podcast Challenge creates a connection with students

The Times of India created the Times Podcast Challenge to connect with younger audiences, establish itself as a thought leader in the city, and promote education through technology.

16 October 2023

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Lee Enterprises scores with expanded Nebraska Cornhuskers content

Lee Enterprises saw an opportunity to reach Nebraska Cornhuskers fans with premium content on multiple platforms. This led to a new portal called HuskerExtra.

12 October 2023

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German startup builds 40,000 subscribers and 1 boat in 5 years

The Pioneer offers two free products — a newsletter reaching more than 250,000 readers and a podcast with four million monthly plays — along with a monthly €25 membership that has brought in 40,000 subscriptions. It also has a boat.

02 October 2023

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Video, podcasts are changing news media’s storytelling formats

Executives from The Economist, De Standaard, Suddeutsche Zeitung, and the Toronto Star explained their audio stories and strategies during the recent INMA Media Innovation Week.

02 October 2023

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News publishers need podcasts for these 7 (advertising) reasons

There is an advertising case to be made for news media publishers getting into the business of podcasts. Here are seven reasons.

01 October 2023

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How German startup based on moving ship used newsletters, podcasts to build memberships

INMA Presentation File

28 September 2023

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How Mediafin's daily podcasts are at heart of its audio enterprise

INMA Presentation File

27 September 2023

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New ad revenues opportunities include audio, commerce, and influencer advertising

Three trends — audio, e-commerce, and influencer advertising — are ripe for news media companies to bring in revenue. Plus, a deep dive on one of them: podcasting.

26 September 2023

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Newslaundry built a news app requested and funded by readers

When Newslaundry readers expressed interest in an app to listen to its podcasts, the subscription-driven publication used crowdfunding to create it.

20 September 2023

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New INMA report focuses on audio opportunities for news publishers

Written by INMA Product Initiative Lead Jodie Hopperton, “Why Some Media Companies Are Betting Big on Audio” delves into the six reasons this is audio’s moment.

20 September 2023

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San Francisco Chronicle’s GPS walking tours tap into newsroom knowledge

When the pandemic shut down architecture tours for San Francisco Chronicle subscribers, the company relaunched its tours as a GPS-guided experience that has extended its reach.

11 September 2023

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Apple’s iOS 17 beta allows public the chance to create their synthetic voice

INMA Product Initiative Lead Jodie Hopperton spent 15 minutes and a bit of waiting creating her synthetic voice through Apple. Here's how it works — and sounds.

06 September 2023

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Kuku FM creates subscription business model with diverse audio content

Kuku FM focused on its diverse content to grow subscribers. Today, the platform has 2.7 million active users and is adding about 300,000 paying users each month.

27 August 2023

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Carrusel Deportivo introduces synthetic media to a century-old radio station

Prisa Media-owned Carrusel Deportivo, the leading Spanish sports programme on Cadena SER, took the bold step of introducing an AI-generated voice named Victoria, the voice of soccer, to its sports coverage.

14 August 2023

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VG uses multimedia format to investigate murder mystery

VG wanted to find out what happened to 30-year-old Nerid Høiness, who was found murdered in the Laotian jungle. Taking a multimedia approach to the story, journalist Natalie Remøe Hansen retraced Nerid’s steps to provide answers for her friends and family while also increasing audience engagement.

14 August 2023

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With podcast personalisation, One Podcast receives click-through rates of 7% to 10%

High-quality content with a strong format and engaging hosts is critical for podcast success in an increasingly crowded space. Here are some important podcasts statistics from around the world and case study from GEDI Gruppo Editoriale in Italy.

13 August 2023

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KuKu FM’s product, podcast story

INMA Presentation File

11 August 2023

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Schibsted invests in text-to-speech to engage audiences

Schibsted began exploring text-to-speech options more than three years ago. During this week’s Webinar, Lena Beate Hamborg Pedersen, product manager, shared some of the company’s insights and processes.

09 August 2023

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Sponsored content display ads for podcasts offer monetisation opportunity

Podcasts in display ads offer numerous benefits for publishers, making them a valuable advertising medium in the digital landscape.

06 August 2023

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Audio, video content drives subscriber engagement at News Corp Australia

Subscription data shows video and audio content is driving subscriber engagement at News Corp Australia. During the recent INMA Asia/Pacific News Media Summit, leaders from the news media company detailed their strategies in these areas.

24 July 2023

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Nikkei reaches younger audience with 2 new podcasts, news commentary product

Nikkei found subscribers in their 20s and 30s were churning at higher levels than other readers. In response, the Japanese news media company launched two podcasts and Think!, a feature in which external experts post comments on news articles.

24 July 2023

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Innovation in video, audio to drive subscribers

INMA Presentation File

20 July 2023

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Apple’s headset is finally here — should news publishers care?

Apple has released its headset. Here’s a review and a few thoughts on why it matters to the media industry.

13 June 2023

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Funke explains its path to becoming the region’s No. 1 podcast publisher

Funke realised that audio and podcasts play an important role in future-proofing its organisation, so it began developing its own network. It is now the No. 1 podcast publisher in Germany.

12 June 2023

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Publishers tap into audio opportunities with synthetic voice, walking tours

During the recent Product Innovation Master Class, media leaders from Prisa Radio, San Francisco Chronicle, Stuff, and Wake World shared their audio innovations around synthetic voice, walking tours, and podcasts.

11 June 2023

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Generative AI experiments

INMA Presentation File

26 May 2023

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7 things in media we all need to pay more attention to

INMA Presentation File

26 May 2023

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Newsmaker fireside chat: A.G. Sulzberger of New York Times

INMA Presentation File

25 May 2023

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VOL.AT app adds read-aloud function for more versatility in news consumption

Because audiences now want to consume their news in different ways, VOL.AT decided to give them the option of consuming stories in written form or having the articles read out loud to them.

21 May 2023

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Age, Herald take advantage of Succession success with multi-platform content, reach

Knowing that a mix of content satisfies a wide variety of audience needs, The Sydney Morning Herald and The Age have created a content strategy recapping Succession episodes through video, audio, and written content.

15 May 2023

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Launching GPS-guided audio walking tours

INMA Presentation File

09 May 2023

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Netwerk24 shares its winning lessons on reaching a niche market

During this week’s Webinar, Henriëtte Loubser, editor-in-chief of Netwerk24, shared strategies and lessons that have helped build the company’s digital transformation success.

19 April 2023

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Economist, Stuff, Aftenposten share successful new audio products

Research shows news makes up 7% of podcasts yet accounts for 30% of top episodes. Here are examples of how audio is being built into Web and mobile products from Aftenposten in Norway, The Economist in the UK, and Stuff in New Zealand.

18 April 2023

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3 media companies share successful new audio products

Research shows news makes up 7% of podcasts yet accounts for 30% of top episodes. Here are examples of how audio is being built into Web and mobile products from Aftenposten in Norway, The Economist in the UK, and Stuff in New Zealand. Also, a look at innovation in text.

18 April 2023

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Media companies experiment with podcasts as a subscriber strategy

During a recent two-day INMA study tour focused on digital subscriptions, the topic of monetising podcasts and using them as a gateway to digital subscriptions was a recurring theme.

05 April 2023

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News24 podcast series hunts down sexual predators in schools

The second season of News24’s My Only Story podcast series investigates sexual predators inside some of South Africa’s elite schools.

27 March 2023

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3 media companies share different lessons in reader revenue wins

Schibsted, Gannett, and 444 share their journeys toward growing digital subscribers: through podcasts, high school sports content, and creating a circle of donor readers.

15 March 2023

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Svenska Dagbladet learns subscription, retention lessons from hit podcast

Svenska Dagbladet recently released a podcast — starting with two free episodes and followed by a few paid ones — that was its most successful product ever. Here are some thoughts from its editor-in-chief and CEO on how it plans to keep that subscription momentum going.

08 March 2023

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News24 podcast cracks open murder mystery that stumped South African justice system

Regarded as one of South Africa’s most sensational court trials, the murder of 22-year-old Inge Lotz is revisited in an engrossing podcast series published by News24.

06 February 2023

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Politico’s Westminster Insider podcast finds success with political storytelling

Politico’s Westminster Insider podcast goes deeper into topics its audience cares about but are often overlooked in traditional media. The product grew from a popular newsletter.

15 January 2023

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Straits Times sheds light on “invisibles” with comprehensive and powerful series

A tried-and-tested teaching strategy of providing information in many different styles became the basis of The Straits Times’ Invisible Asia series to catch its audience’s attention.

21 December 2022

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Stuff podcast provides authentic insight into life as a disabled person

Olivia Shivas, a Pou Tiaki journalist for Stuff, wrote and presented the podcast What's Wrong With You? alongside Paralympian Rebecca Dubber to help abled individuals understand what it's like to live with a disability.

12 December 2022

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VG successfully uses two complementary platforms to share a murder mystery

The podcast was the main product, but the online story allowed for the inclusion of additional information and helped reached more people.

08 December 2022

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Listeners’ sonic attention is worth fighting for

While companies around the world are engaged in an intensifying battle for users’ screen time, the rise of audio might be the next frontier in winning user attention.

05 December 2022

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Australian Financial Review expands print product into successful podcast series

Stories from the Rich List get more than three times the pageviews than the average Australian Financial Review article.

28 November 2022

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Carreira uses multiple platforms to grow its younger audience

Carriera decided to target a younger audience by creating content for multiple platforms, using podcasts and LinkedIn. This digital transformation has dramatically increased pageviews and subscriptions.

22 November 2022

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Spotify created 3 products to address challenges for podcast advertisers

Michael Villaseñor, director of product design at Spotify, explained the three products the company created to address its podcast strategy during the INMA Product and Data for Media Summit on Tuesday.

08 November 2022

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Multimedia Group is raising revenue one stream at a time

Multimedia Group, based in Ghana, has made its content more accessible and increased its revenue by leveraging online platforms for streaming content.

17 October 2022

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Stavanger Aftenblad creates popular podcast when it reopens cold case

The case of a missing sailor named Reidar Sandanger had been all but forgotten by local police until Stavanger Aftenblad built a podcast around the story. The regional publisher gained more than 1,400 new subscribers, and the podcast was downloaded 250,000 times.

10 October 2022

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Mid-day leverages the power of audio with a pair of podcasts

Mid-day has served Mumbai for more than four decades and is one of the most trusted and credible sources of journalism for the city. In 2021, it began exploring the use of audio with a pair of podcasts.

27 September 2022

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The Economist moved from a legacy newsroom to a data-influenced one

During Wednesday’s members-only Webinar, Tom Standage, deputy editor at The Economist, talked about the unique approach the company has taken toward adopting digital strategies.

07 September 2022

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The Economist moves decisively digital while staying true to its values

Tom Standage, deputy editor and head of digital strategy at The Economist, shares his thoughts on why great journalism needs a great product and engineering team and why journalists must understand their media company’s business model.

25 July 2022

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The Economist shares lessons in digital content success

Tom Standage, deputy editor and head of digital strategy at The Economist, shares his thoughts on why great journalism needs a great product and engineering team and why journalists must understand their media company’s business model.

25 July 2022

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Primera Llamada podcast goes from personal project to El Comercio product

The Primera Llamada podcast launched in January 2020 as a personal project by journalist Juan Diego Rodríguez Bazalar but now is an official El Comercio product.

10 July 2022

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Research shows younger users create a shift in news consumption

During Wednesday’s INMA members-only Webinar, Kirsten Eddy, co-author of the Reuters Institute Digital News Report 2022, presented some of the findings from the annual report.

06 July 2022

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These 5 products can help attract new digital audiences

Digital audiences are increasing, and media companies are responding by creating more diverse native digital content. Here’s what products media companies from The New York Times to Slate to The Guardian to South China Morning Post are developing.

03 May 2022

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As audiences create new tech habits, are media companies ready?

INMA Product Initiative Lead Jodie Hopperton continues her quest to stay ahead of the metaverse, this week looking at how audiences move between devices.

05 April 2022

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As technology creates new user habits, will media companies be ready?

INMA Product Initiative Lead Jodie Hopperton continues her quest to stay ahead of the metaverse, this week looking at how audiences move between devices and how 3D technology might affect news media companies.

05 April 2022

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News24 podcast investigates cult, receives overwhelming response

After conducting a seven-month investigation into the KwaSizabantu Mission, News24 presented its findings in the form of a four-part podcast.

04 April 2022

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Agriculture publication tweaks, succeeds with farmer’s podcast

Podcasting is less popular in South Africa than in many parts of the world, but that hasn't stopped Food for Mzansi’s podcast, Inside Farmer's Track, from taking off.

28 March 2022

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Age, Sydney Morning Herald launch podcast series about youth mental health

The six-part podcast series explores several themes, including depression, anxiety, suicidal thoughts, and eating disorders — all exacerbated by the pandemic.

27 March 2022

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Göteborgs-Posten attracts female audience with true crime podcast

To tell the story of young girls being sold into prostitution, Göteborgs-Posten made its first venture into podcasting.

07 March 2022

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NZME audio team creates live surf reports with advertiser

NZME and iconic beer brand Corona took an innovative approach to creating an audio campaign with the Corona Surf Reports.

21 February 2022

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Amar Ujala drives paid subscriptions with podcast

Amar Ujala launched its podcast, Amar Ujala Awaaz, to amplify user engagement with audio products and keep the content strategy fresh while boosting traffic on its Web site.

17 January 2022

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Kauppalehti’s self-hosted true crime podcast captures engaged audience

The publication’s new podcast was placed behind a paywall right away, but attracted both current and prospective subscribers during the holidays.

11 January 2022

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Daily Sun uses multi-platform, new content strategy to generate revenue

As print revenues declined, the Daily Sun started creating new products and expanding its platform offerings to reach subscribers.

28 December 2021

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Joongang Ilbo’s Listen for a Smart Life brand scores with Millennial women

As part of its all-encompassing approach, Listen for a Smart Life shared Action Challenges on social media. In 2020, this and related campaigns reached more than 23 million listeners through audio and had 6.3 million video views.

15 December 2021

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Text-to-speech technology is driving audio strategies

The growing popularity of audio is leading news media companies to create new strategies that are initiating relationships with younger audiences.

07 November 2021

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VGTV’s successful podcast leads to book, TV show

VGTV built a content universe around popular Norwegian influencer Linnéa Myhre with a highly visual identity. It has been a smashing success — especially with young female listeners.

11 October 2021

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Opportunities are growing in the not-yet-mature French podcast market

French media companies La Croix and Ouest-France share with INMA members in a recent Webinar their objectives, processes, and products as they navigate yet-not-profitable podcast strategies.

07 October 2021

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Audio is the new promising channel for daily briefings

Greg Piechota, head of the INMA Readers First Initiative, looks at how The Washington Post is engaging readers with a new podcast/newsletter and the latest research on how newsletters drive subscriber engagement.

04 October 2021

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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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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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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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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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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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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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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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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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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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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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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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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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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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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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