How HBR and The Economist are using narrated audio articles

Gabe Bullard of Nieman Reports examines how the Harvard Business Review and The Economist are gaining readers with narrated audio articles.Bullard reports, “The Economist, which is available on Noa and Curio, has made podcasts since 2006 and has offered subscribers a narrated audio edition of each issue since 2007. Like with Zetland’s narration, The Economist’s audio edition is a way of maintaining its subscription base. ‘We are a premium-priced publication and people feel guilty if they don’t read many stories,’ says Economist deputy editor Tom Standage, who oversees audio strategy. ‘Our evidence suggests that the audio edition is a very effective retention…

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