Chris Sutcliffe of Media Voices spoke with Andrew Palmer, author of The Economist’s business-and-management focused column Bartleby who also hosts a podcast, about the publication’s podcast strategy.
Sutcliffe writes, “While the decision to rebadge was partially motivated by a slight shift in how the topic is being covered in text versus audio, it was also as a recognition of the power of personality for building an audience. That has required a period of adjustment not just from the brand as a whole, but for its journalists.
“Palmer explains that, as someone who has almost exclusively worked in written journalism, he had to discover what works best in audio: ‘I have found that, somewhat to my surprise and delight, that being able to just vent about things, and say the things that I wouldn’t normally vocalise actually turns out to be a really good way of writing a column – but also doing the audio stuff.
“‘Being able to vocalise that, I hope, makes people feel like I’m on their side.'”
Read more here.
