Talking Podcasts - The Power of Digital Audio Storytelling

Explore the impact of podcasting and audio in journalism and social commentary through this 23-minute Web Summit conference talk. Discover best practices and techniques for creating compelling audio content that captivates listeners. Learn about the Financial Times' audio experimentation, including their News Briefing and investigative journalism series. Understand how podcasts can be used to build brand awareness, form audience habits, and deepen relationships with listeners. Gain insights into monetization strategies, audience engagement, and the role of multiplatform content in modern media. Examine the phenomenon of conspiracy theory podcasts and their influence on society.

Intro
FT Audio
Experimentation
The New Conspiracist
Using podcasts to build brand
The FT News Briefing
The role of the print paper
Habit forming
Hot Money
Monetizing investigative journalism
Growing the FT brand
Why conspiracy theories
HP
Deeper relationship with audience
Better advertising metrics
Audience engagement
Subscriptions
Multiplatform
Outro