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Text-to-Audio for User Engagement

Posted on Saturday, September 29, 2018 at 9:20 PM

In the news: How some publishers are using text-to-audio formats to engage app users and appeal to younger audiences.

In an effort to keep its app users engaged, publishers such as Bloomberg Media and the Financial Times are employing text-to-audio technology. Bloomberg in particular is capitalizing on the surging popularity of podcasts, particularly among younger people. Citing statistics from the UKs Radio Joint Audience Research, Lucinda Southern of Digiday.com writes, "Two-thirds of new podcast listeners are aged between 16 and 35. And new users are growing: 21 percent of podcast listeners have started listening in the last six months."

Elsewhere, the Financial Times has been using text-to-audio articles for a year now. Southern reports that the initiative has been successful and that "people are coming back regularly to listen."

Read more about Bloomberg and FT's text-to-audio initiatives here and here.

Also Notable

Marc and Lynne Benioff Acquire Time Magazine

Billionaire couple Marc and Lynne Benioff purchased Time magazine earlier this month for $190 million, reported AdAge.com on September 16. Marc Benioff will run the magazine independently of Salesforce, the tech company he founded and continues to run. Read more about the acquisition here.

Print vs. Instagram Ad Disclosures

Katie Notopoulos examines the rules of print magazine versus Instagram advertising disclosure rules in a recent Columbia Journalism Review piece. Summing up the stricter FTC disclosure rules for celebrities who post photos of free or donated products on social media apps such as Instagram, she writes: "Use clear language like #sponsored instead of #sp. Don't use squirrelly industry terms like #partnership. Don't hide your disclosure at the end of a bunch of tags or after a long caption that cuts off when viewed in the feed. Don't simply tag the brand. You must disclose any 'material relationship' with the brand or product you're posting about. That includes if you were paid to post about it, were given a free product to review, or received a free products, services, or accommodations. The same applies if you're a celebrity who has a multi-year endorsement deal with a brand, or even owns part or a whole of a company." Read more here.

Emergent Models in B2B Publishing

Tim Hartman, CEO of Government Executive Media Group, sat down with Kayleigh Barber of Folio: magazine earlier this month to discuss what's happening in B2B publishing. In the interview, he identifies lead generation, digital products, and data/technology investments as his company's key emerging business models. He also encourages companies interested in exploring content marketing to develop relationships with key partners and agencies. Read the full interview here.

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