The Washington Post expanded its audio offerings by introducing AI-narrated versions of its three policy newsletters—Early Brief, Health Brief, and Tech Brief. Subscribers can now listen to these newsletters through the “Listen” tab in The Post’s app, which allows users to create playlists of various audio content, including podcasts and articles. This initiative aims to enhance accessibility and user engagement by providing an alternative, audio-based method of consuming news content
Benefits & outcomes
- Subscribers have the option to listen to newsletters, catering to diverse content consumption preferences.
- The “Listen” tab in The Post’s app facilitates the creation of personalized audio playlists.
- The introduction of AI-generated audio ads, with launch sponsors such as Solventum and PhRMA.
- An increase in audio engagement, with 4 million audio starts on The Post’s platforms in a 30-day average, and nearly 90% originating from its app.
- Approximately 70% of audio users listen to content from start to finish, and about one-third of subscribers engage with audio content in the app two or more days a week.
Notes & quotes
Renita Jablonski, The Post’s director of audio, noted, “The audio versions of the newsletters are available by clicking through from the emailed newsletters to The Post’s site — but the focus for the initiative is the experience of listening to the audio in the Listen tab in The Washington Post’s app.”
The initiative builds upon The Post’s investments in audio as a vital part of the user experience on their platforms.
The Post has also launched new podcast offerings, including “Impromptu” and “The Campaign Moment,” to further diversify its audio content
Publisher / company: The Washington Post
Date of case study: 20/05/2024
Source: https://www.washingtonpost.com/pr/2024/05/20/washington-post-expands-accessibility-ai-read-newsletters-enhancing-user-experience-through-audio/