WSJ: Papers Look to Podcasts to Reach Young Readers

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By: E&P Staff

Newspapers are turning to podcasts in hope they be a way to reach and retain younger readers, The Wall Street Journal reported this morning.

Reporter David Kesmodel lists The Washington Post, the San Francisco Chronicle, the Philadelphia Daily News, the Seattle Post-Intelligencer, and The Denver Post among the newspapers now offering podcasts, audio programs made available on the Internet that can be listened to on a computer or portable music play like an iPod.

Some newspapers’ simply summarize the day’s news and headlines. Others offer interviews with reporters or newsmakers. Some offer clips from professional radio broadcasts. For the most part, however, they are low-budget, do-it-yourself productions.

“[P]odcasting gives newspapers a chance to reach younger audiences, such as people in their thirties who regularly tote iPods but were raised with television as their main news source,” wrote the Journal, citing analysis from Pete Conti, a newspaper consultant at Borrell Associates. The paper continued: “It’s still too early to tell if papers, which face declining circulation, can make a financial success of podcasts, but ‘I think it opens up a huge opportunity to offer a lot of their local’ content, Mr. Conti said.”

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