Podcasts and print medias : 6 good reasons to go
[This is a translation of the french original piece published last february on this account]
2018 was the year of all press testing for podcasts. While there is certainly a fad, there are also good reasons to go for the newspapers. Here are six of them, non exhaustive list but already dense and detailed:
- reach a new audience
- respond to new uses
- understand the issues of voice control
- learn to produce audio contents
- voluntary participation of journalists
- to position yourself (premium on a first come)
Reach a new audience
The first motivation for print editors is the desire to reach a different and rather captive audience. An offer on football is in reflection at L’Equipe, as a series, with meetings between footballers and rappers to reach a younger audience. A project is taking shape around the explorers, with as recipients “people interested in surpassing oneself”.
At Ouest France, the biggest daily regional newspapier in France, the “wall of sounds” organizes the offer of current native podcasts as well as the replay offer of the group’s radios to improve the readability and accessibility of the content. Radio replay regulars can become listeners to native podcasts of the daily newsroom.
Respond to new uses
Another strong motivation: stick to new uses and particularly to the mobility of Internet users. Sound offers new distribution channels, especially in connected cars. For Frédéric Sitterlé, in charge of the editorial adaptation on connected cars at Challenges (of which Renault is a shareholder), audio is an opportunity for development via different channels.
In the same spirit, Edouard Reis Carona, in charge of digital and innovation at Ouest France, emphasizes the need to inform on all available media plateform and diversify the editorial treatment. It is also the starting point for Ebra’s reflection (Ebra is a large group of regional newspapers), which included the podcast in its 2019 training plan.
The issues of voice control
While approach methods differ, editors and newspaper patrons also seek to understand the world of voice assistants and voice control. Assistants who are expected in the house, with Alexa from Amazon, the Apple Homepod and the Google assistant, but also and especially in cars. BMW develops its assistant and integrates Alexa, Seat bet on Alexa too, Google will be installed in Renault cars in addition to the AEX system, Nissan and Mitsubishi will integrate the Google assistant, Mercedes has its own MBUX system …
« Our goal is to personalize the experience when you’re in the car and reach the customers directly, » Frédéric Sitterlé at the Paris Podcast Festival in October 2108.
If at the moment, the use of Alexa or Google home remains confidential in France (1.7 million users all brands combined according to Médiamétrie), their adoption is faster than that of the mobile phone in the United States. In addition, voice search should account for 50% of searches on Google in 2020 (Comscore study). A huge challenge in the dissemination of content for the media. Especially since the voice commands of mobile phones are already used by 18–34 year old. In this way, it is necessary to stick to the users of the younger generation of readers-listeners-Internet.
Test and learn… how to produce
To prevent radios and TVs from taking an irreparable advantage, the print medias test and learn how to produce audio content. Younger journalists, often trained in audio journalism during their university education, bring audio skills into the newsrooms. It goes from writing to production, including voice laying, sound recording, mixing and sometimes even the final realization. Some editors are also trained in audio storytelling while others have included the podcast in their teams’ training plan.
Easier to get the journalists on board with audio than video
Finally, in several print medias, journalists seem more likely to engage in podcasting than in video. Benjamin Bréhon, from Le Télégrame, explains this by a freer tone that is allowed only on the newspaper or even the website. Equipment that is lighter than video, and not appearing visually, also facilitates the participation of journalists. When a first podcast is made, it is common that interest in this format develops in writing and that other proposals emerge. It is also an opportunity to practice another facet of his job, as described by Chrystelle Bonnet, journalist at L’Equipe Mag.
« It’s a nice moment with the reporters of the column and I’m learning to direct a show, which I never thought I’d do », Chrystelle Bonnet, who animates the rugby podcast of L’Equipe
First takes all
The print medias do not really manage the skills specific to audio, but they will be essential in the development of sound content. However, there is a “first come takes it all” bonus on each new medium. Thus, on Alexa (which dominates the market of smart speakers in the UK), the application of the BBC is the native app by default, and few users customize their settings. The public radio represents 64% of the news consumed (Reuters Institute, 2018).
In France, Amazon chose France Info as the default skills (or app). But regional medias would need a geolocated “by default” flash info on connected speakers. It is an possibility they have to lobby for.
Beyond this default placement at the top of Alexa’s answers, there is the question of the results of the voice search. Because only one answer will come out. One yes, but whose ? The on from a media, a blog, an individual via his tweet, an advertiser more or less masked ?
Learn more about podcasts and printed medias in France :
