The New York Times creates its own audio platform

The New York Times is looking for volunteers to test New York Times Audio, a app which will offer all its products (such as podcasts or Audm pieces) without the need to depend on platforms such as Spotify or Apple Podcasts.

The app will also offer a curated set of publishers such as BuzzFeed News, New York Magazine O Rolling Stone, despite the fact that some refused to share specific financial details in their collaborations. Each of them produce content in Audm, application acquired by the medium in the last year.

“At the beginning there will not be many volunteers, because we want to check through a critical premise if people would be willing to use this product,” he says. Stephanie Preiss, vice president of audio and TV of The New York Times. “We have to learn and check a thousand things, but we have a common concern: Have we created something that people will want to continue using? We have many hypotheses about what will make them come back, but we are not so clear how they will value this application.

Disruptive application in the sector

And The New York Times create your own audio product that is able to attract listeners who want to repeat the experience, it could mark a new era in the audio industry. The last decade has been marked by discrepancies between media companies so that their content strategy relies on platforms third-party algorithm-based.

However, companies have ceded extensive control of the distribution of their audio to companies such as Spotify, Apple Podcasts or Amazon. The company now wants to test how willing its audience is to search for its content in its own application, whether or not the product will be viable. If the app prosper, it will reduce its trust in intermediaries, while it can offer a server of data and benefits for advertisers.

On the hunt for the most complete data

In recent years, publishers have redoubled their efforts to encourage readers to consume content in their own applications. This allows you to collect a data first-party richer and more accurate user preferences. In this way, they recommend more relevant articles and ads.

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The app wants to test this premise for auditory journalism as well, by tracking what users hear. Thus, the tool will make recommendations with greater precision, at the same time that it will serve more personalized ads based on the preferences of each user.

Paving the way

If the product is liked by users, it can become an unprecedented success that could encourage other publishers to continue in its wake. Only a few have the sources or the content to be able to carry out similar projects, such as The Washington Post, Bloomberg Media O The Atlantic, among others.

Nevertheless, The New York Times you don’t plan on making paywalls with your podcasts or removing them from platforms like Spotify, to preserve the accessibility of the contents. “This decision could pave the way to develop an audio ecosystem with much more parity than there is today,” he says. Preiss.