Many media companies are turning towards audio articles. Every other publisher is creating audio versions of their articles to gain more traffic to their websites and applications. Audio is also a great way to attract a new set of audiences. More than reading, people are attracted to listening to an article while doing their other tasks. And the audio has also provided people with the flexibility to explore stories.

What are Audio Articles?

Audio articles are not a replacement for podcasts or text. However, it is just a platform for the convenience of the people who prefer listening over reading. Publishers gain a loyal audience through audio articles because of their demand. The publishers have invested more in audio during the pandemic as they have seen a record in several downloads and streams. They also witnessed many listeners are attracted to audio. It helps them receive news about what is happening globally or find an escape from the pandemic.

The growth of audio listens
The growth of audio listens. Source: https://www.pewresearch.org/

Why are Publishers Investing in Audio Articles?

People now use smart devices to listen to their favourite stories and articles. Even though people prefer to stay informed about what happens in their surroundings, they are too busy to read. Audio eliminates that hurdle by giving them the option to consume content while they cook, eat, exercise or run any other errand.

Not just this, there are many more reasons to understand the growth of audio articles. The publishers invested in audio years ago as an experiment, resulting in Gaining a Loyal Audience for Publishers. They saw that they were achieving new users and retaining the existing users. They started creating podcasts and audio articles. Publishers are not just spending their time and money on audio to generate sales. However, building audio makes it accessible to consume content for those who don’t prefer reading. With audio, publishers can now build a new set of audiences.

How is Audio Articles Benefitting Publishers?

Publishers benefit from audio as they are easy to adapt and not a financially draining process. Audio has improved audience engagement, and businesses have started making more revenue without investing in additional equipment. Publishers have eliminated the traditional way of creating audio and started using automatic tools that play audio alongside the written article. Audio provide personalization to consumers to listen to their article of choice in any language. Publishers have gained more by investing in this technology than they used to.

There are a lot of benefits that publishers get by converting their articles into audio. It also help boost the impression and engagement. The growing engagement assists publishers present advertisements in their audio, which can help them generate more sales. Audio also help in content monetization strategy, allowing publishers to gain direct revenue streams. Publishers are now using voiceover for many articles, which enable them to gain more users as they provide new experience and accessibility. The BBC and the Washington Post have turned their written articles into audio to provide flexibility to their users and listen to their choice of article.

Why are Audio Article Listeners Growing?

Many studies have also suggested that people like listening to audio as people resonate with audio more deeply than other formats. Listening to audio elicits an intense emotional and physiological reaction that other formats like television do not elicit. So when people listen to articles, it helps generate a positive impact on the publishers content as people can benefit them by returning to listen to their article or by recommending their articles to other people.

Why are Audio Article Listeners Growing?
Why are Audio Article Listeners Growing? Source: www.business2community.com

Conclusion

Audio is becoming prominent in the lifestyles of people today. The landscape of audio articles is rapidly evolving as new behaviours, attitudes, and formats form a new consumer. Publishers invest more in audio as they become part of modern news publishing. Publishers have seen a shift from news podcasts to audio articles, whether automated or human-read. Audio articles allow consistency, personalization, and efficiency by which high engagement is delivered within news products that already exist, and publishers gain huge sales because of the shift. As audio is increasing or improving user experience, it is expected that audio articles will gain a prominent role in publishing news in a modern way.

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