Nine ways newsrooms can incorporate more audio in their work

Last week, we had an article that the media platform with the highest weekly reach in the United States is audio —

And it ended with the suggestion that newspapers could incorporate “audio” into its strategy. This week, we have an article on nine ways you can incorporate audio in your work. 

By Damian Radcliffe, Reynolds Journalism Institute

Damian is the Carolyn S. Chambers Professor in Journalism at the University of Oregon. In his columns, he will be exploring how local newsrooms can utilize audio to build revenue.

In 2021, the media platform with the highest weekly reach in the United States is audio. Data published last month by Nielsen revealed that radio — just one component of this medium — reaches 88% of U.S. adults each week, ahead of smartphone apps (85%) and TV (80%).

And our national love of audio isn’t just confined to traditional radio consumption. The growth of podcasts, and emergence of audio in other places, like social networks, means that the time we spend with this type of content continues to grow and evolve.

This creates opportunities for newsrooms of all shapes and sizes. You don’t have to be a radio station to embrace this trend. Below I have outlined three areas, and nine different examples, to show how journalists and news outlets can more effectively embrace audio.

Encourage listeners to peek behind the curtain.

It is well known that trust in journalism is low among some audiences. Outlets need to be more open, accessible and accountable. Audio offers a simple and effective means to do that.

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