This week with the launch of El Washington Post, the newspaper now has 18 podcasts on its website for readers to consume. The paper has produced podcasts about war, politics, every President of the United States and, of course, a daily show on impeachment.
Podcasts put out by newspapers are highly produced, easy to find on their websites and not yet cluttered with ads. Newspapers use the web pages hosting the podcasts for additional digital inventory, such as banners, bringing the newspapers additional cash. And, those newspaper podcasts are just another battleground for the ears of the consumer, as well as advertisers that use audio to reach their customers.
Most national newspapers have caught on to the popularity of audio and podcasting and the potential for another lucrative revenue stream. The most listened to news podcast in America is The Daily from The New York Times. The Book Review podcast from The New York Times begins with a pre-roll ad from Chanel perfume. The Times’ November book review podcast was also recorded live in front of a studio audience.
The Los Angeles Times is all in on podcasts. From Dirty John to Man in The Window to its latest hit with Wondery Detective Trap, The L.A. Times has its own production company called L.A. Times Studios which helps crank out these popular shows. All original content with minimal interuptions, in-depth reporting and no restrictions on time per show.
The Washington Post’s El Washington Post, is the Post’s second Spanish-language podcast produced from The Washington Post newsroom. The 20-minute twice weekly show is hosted by Juan Carlos Iragorri, an Emmy Award-winning journalist and author with more than 30 years of experience in print, radio and television. His co-hosts are Dori Toribio, a broadcast journalist who has covered Washington since 2010 for outlets including Spain’s Mediaset TV group, and Jorge Espinosa, radio journalist for Caracol Radio in Bogota.
Many local newspapers are also finding ways to incorporate audio, whether its reporters discussing the local news they cover or sports writers talking about the local football rivalries. All of that extra audio was not available to the public just a few short years ago. Should radio be worried about the return of newspapers?