So we introduced them to the world of podcasts through print.
In the country’s leading papers, we published full transcriptions of new episodes. Each spread was crafted to the theme of the conversation, embedding design cues from the world of audio. And for smaller media spaces, we used shorter time-coded excerpts, showing that you don’t need to listen to the entire episode to enjoy the experience.
Work such as Paper Podcasts ensures everyone, no matter their media preferences or age, gets to be a part of the conversations defining Aotearoa. It provided a seamless way for older readers to engage in topical discussions about news and current affairs.
Building a meaningful listenership takes time, but early signs have been good with increases in our 60+ demographics since the campaign launch. Gone By Lunchtime saw an increase of 4.7% and When the Facts Change was up 4.6%. However, the standout was The Fold, enjoying an incredible 19.9% boost in their 60+ demographic. Needless to say, The Spinoff were delighted.