INMA Knows Podcasts and Audio

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

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

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

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

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

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

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

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

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

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

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

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

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.

23 March 2023

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

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

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

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

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

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

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

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

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

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

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

Top product trends 2022

INMA Presentation File

03 November 2022

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

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

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

Innovation in news media: 6 tech shifts to negotiate

INMA Presentation File

21 September 2022

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

Upcoming Webinar: The Economist shares how audio fits in media’s digital strategy

During this week’s Webinar, Tom Standage, deputy editor, The Economist, will talk about how his company is using audio as part of its digital initiative. In addition, Peter Bale will share key insights gained during the first six months of the INMA Newsroom Initiative.

05 September 2022

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

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

What's next in digital advertising?

INMA Presentation File

15 July 2022

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

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

How Schibsted breaks through in the attention economy

INMA Presentation File

19 May 2022

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Digital transformation and adopting the 7/1 model

INMA Presentation File

22 May 2020

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

INMA Presentation File

20 May 2020

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

Express Podcasts: Developing an audio strategy

INMA Presentation File

20 February 2020

Media audio strategies on demand for 2020

INMA Presentation File

08 January 2020

India Express Audio

INMA Presentation File

18 November 2019

Product culture, frictionless checkout, and monetisation of podcasts

INMA Presentation File

23 July 2019

How Politico developed its audio strategy

INMA Presentation File

10 July 2019

Building a content + business strategy

INMA Presentation File

16 May 2019

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

Introduction

Exclusive INMA material on “Podcasts and Audio”

How publishers are innovating with content, experiences during the pandemic

Reuters Institute shares audio strategies for media in 2020

Podcast entrepreneur tells publishers to grab audience while they still can

How Politico is building a winning podcast strategy

12 content ideas for podcasts

Podcasts: Creating habits that lead to subscriptions

Herald Sun harnesses popular podcast for subscription opportunities

How Indian Express Group created a podcast strategy and culture

Globe and Mail looks beyond podcasts for audio opportunities

Agora Radio brings in revenue through podcast subscriptions

News publishers grapple with monetising podcasts

Podcasts value lies in marketing journalism

News24 podcast series hunts down sexual predators in schools

3 media companies share different lessons in reader revenue wins

Svenska Dagbladet learns subscription, retention lessons from hit podcast

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

Politico’s Westminster Insider podcast finds success with political storytelling

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

Stuff podcast provides authentic insight into life as a disabled person

VG successfully uses two complementary platforms to share a murder mystery

Listeners’ sonic attention is worth fighting for

Australian Financial Review expands print product into successful podcast series

Carreira uses multiple platforms to grow its younger audience

Spotify created 3 products to address challenges for podcast advertisers

Top product trends 2022

Multimedia Group is raising revenue one stream at a time

Stavanger Aftenblad creates popular podcast when it reopens cold case

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

Innovation in news media: 6 tech shifts to negotiate

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

Upcoming Webinar: The Economist shares how audio fits in media’s digital strategy

The Economist moves decisively digital while staying true to its values

The Economist shares lessons in digital content success

What's next in digital advertising?

Primera Llamada podcast goes from personal project to El Comercio product

Research shows younger users create a shift in news consumption

How Schibsted breaks through in the attention economy

These 5 products can help attract new digital audiences

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

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

News24 podcast investigates cult, receives overwhelming response

Agriculture publication tweaks, succeeds with farmer’s podcast

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

Göteborgs-Posten attracts female audience with true crime podcast

NZME audio team creates live surf reports with advertiser

Amar Ujala drives paid subscriptions with podcast

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

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

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

Text-to-speech technology is driving audio strategies

VGTV’s successful podcast leads to book, TV show

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

Audio is the new promising channel for daily briefings

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

Schibsted drives digital subscription growth with podcasts

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

Kölner Stadt-Anzeiger launches regional podcast strategy

JoongAng Ilbo targets young female readers with YouTube channel

VG relaunches its true crime podcast, listening rates skyrocket

TTELA documentary delivers the sights, sounds of local journalism

Latin American podcast amplifies the risks journalists take

Lancaster Farming podcast on hemp grows new audience

Social media, podcasts lead the way toward new digital audiences

ACM creates a podcast for “real Australia”

5 podcasts feature feminist content in Mexico

Toronto Star podcast proves perfect for pandemic and beyond

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

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

New INMA report explores economic promise of podcasts for news companies

Audio news expert shares the why and how of spoken content

Irish Times podcasts find perfect pairing with chocolatier

INMA Elevate Scholar: Mitzi Natalia Hernandez Cruz of OEM

New storytelling platforms need the same rigorous standards as print

Advance Local increases ad revenue stream through podcasting

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

4 podcast pitfalls brands need to avoid

Wall Street Journal, Spotify partnership attracts followers, sponsorship opportunities

Schibsted takes control, publishes its own podcasts