We dived into The New York Times Audio app for heavier podcast listeners

New York times She is leveling up her vocal game. Today, the publication launched New York Times Audio, an iOS app for subscribers that serves as a one-stop shop for all of its audio journalism—including its current slate of podcasts like newspaper And The Ezra Klein Show. If you’re partial to a particular podcasting platform like Spotify or Stitcher, don’t worry — File timesYour biggest podcasts will still be available for free to other players.

Instead, the app appears to be an attempt by times To build a dedicated audience for all of her podcasts — not just podcasts. It will even serve as a home more Audio journalism, including exclusives the outlet creates for the app only.

This will include showing a daily 10-minute news feed called Newspaper headlines published every morning and Shortswhich literally seems to be the case very Short audio stories – less than 10 minutes long – about culture, lifestyle, cooking and more. Moreover, there will be a section “Reporter reads” times Journalists read their stories and provide additional comments.

The exclusive vocal performances aim to sweeten the pot for the stream times subscribers, which helps the publication maintain its subscriber base of 9.7 million subscribers. the times He says he’s seen this formula work with newsletters, and hopes to replicate it with audio as well.

“What we’ve seen with our subscriber-only newsletters specifically is that subscribers who engage with them engage and retain better than those who don’t. This aligns with our belief that delivering differentiated value with a Times subscription is good for our users, and good for our business,” Jordan Cohen Executive Director of Corporate Communications New York timesin an e-mail to the edge.

There is another financial advantage for Gray Lady if the app launches: it would mean it would have a valuable source of first-party listening data on its subscribers. There may be more ad monetization options in the future. “[The paper] has the option of exploring partnerships with brands to sponsor programs and programs for apps, as more consumers become accustomed to light advertising, rather than ad-free subscription options,” Paul Kelly, chief revenue officer of audio ad technology for the AMA platform, said. the edge.

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At first glance, the app itself has a neat and easy-to-use interface. There is an option to increase playback speed and download episodes. But in terms of podcast players, the app is still pretty basic. Adding custom accessibility features like scripts or the ability to share non-exclusive episodes (the latter of which seems to be on the way) could further grow the app’s audience.

The app opens in the Today tab, where listeners can find a playlist that updates daily with new episodes of Shorts And Newspaper headlines. Listeners can also catch up on their favorite shows or create a custom playlist. Overall, the app does a solid job of organizing a file wide amount times Audio stories in one place – Never feel overwhelmed or too busy.

According to Cohen, there are no current plans to offer a cheaper New York Times Audio-only subscription—the app is only available to All-Access and News subscribers. But it seems times This idea before launch: The App Store listing mentions an in-app subscription of $5 per month for audio content.

the times He has no plans to withdraw such shows newspaper From other players like Apple or Spotify. “We intend to remain a great publisher in that space,” Cohen wrote.

the times It’s been on an audio buying spree over the past few years – acquiring Serial Productions (the podcast studio behind series) and sports news outlets the athlete (which has over 50 sports podcasts). It also formed an alliance with the syndicated radio program This American Life and bought Audm, the non-fiction audio subscription app. The app will effectively host all of this content – as well as archives of shows like series And This American Life.

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