The Economist is the latest publisher to launch a daily news podcast in order to broaden its reach in audio and ultimately drive people to subscribe, reports Lucinda Southern of Digiday.
Southern writes, “Starting Jan. 29., at 11 a.m. U.K. time each weekday, the publisher will release a 20-minute daily global current-affairs podcast, ‘The Intelligence.’ The podcast will consist of three parts: an analysis of a prominent news story, a more in-depth feature and a lighter item to end. The show has been a year in the making and is hosted by Jason Palmer, co-editor of Economist Espresso, the publisher’s daily digest app, supported by a team of eight newly hired editors and producers.
“In a competitive market — The New York Times, The Guardian and The Washington Post all have daily podcasts — The Economist plans to differentiate by delivering stories with a world view, drawing on its global correspondents as well as covering news that doesn’t always make the headlines but still has significance. Case in point: During pilot episodes, it featured how the changing sales of mooncakes — sent as gifts or sometimes bribes in China — act as a barometer on the health of the economy.
“‘That encapsulates what we do — it’s amazing and unusual but casts light on important global issues,’ said Tom Standage, head of digital strategy and deputy editor at The Economist. ‘This is central to what we do and a great way to introduce the nature of our journalism to others. We absolutely believe in the power of audio.'”
Read more here.
