Why The New York Times is consolidating its audio content
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The Gray Lady has been taking notes from NPR and the BBC as it seeks to centralise its audio offerings into one product.
It’s not yet clear what ‘New York Times Audio’ will look like or whether it will resemble the BBC Sounds or The NPR One app, but the development project does come after the great success of The Daily and the acquisition of Serial Productions and Audm in 2020.
We do know that the product, which is undergoing private beta testing and is initially only available on iPhones, will be curated by Times journalists and editors, with a mission to help listeners “engage with the latest news, ideas, criticism and stories that matter to them”.
As for the content, articles, podcasts, new audio formats (to be confirmed) and content from magazine publishers like New York magazine and Rolling Stone will feature.
The Times now has more than 8m print and digital subscribers and reaches 20m listeners each month, enough to give some established audio platforms a headache.
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