"Does Audio Lack a Product Focus?" PLUS "Demand Is Definitely There" for Local Media, says Social Spider

September 27, 2021

Matt Deegan asks a really interesting question that looks at audio through a product and innovation focus. This really sums up Matt's argument: "Most hit podcasts stumble into success, or ride on the coattails of a celebrity rather than being driven by market insight or solving problems for consumers." And from the industry data that I see in my day job, stumbling into podcast success is becoming much more difficult as the podcast industry increasingly tracks that national market.

We have some interesting look at the local news market. The Media Voices team spoke with Social Spider, which is building a local news business in the UK and is seeing strong demand for their products. "The challenge we set ourselves is, how do we make this media product commercially viable enough to be able to continue to be of value to the people that it’s working with, and the area or group that it is serving? That’s a big challenge, but it’s a different starting point to the starting point of corporate media groups," says the company's MD David Floyd. Indeed. That is the challenge.

Also in local, WhereByUs talks about how they scaled their local newsletters to many cities. It is an interesting example of product thinking and also bringing technology to bear. They created publishing tools and processes to make it easier to launch new newsletters.

Street Fight looks at how Apple's privacy changes will affect email marketing campaigns for local media.

PLUS how the Toronto Star covered the Canadian elections using TikTok. Looking at Vox's acquisition of Hot Pod. Charlie Warzel writes about bad ads. Are Ozy's numbers to be believed? The New York Times has a look at some really funky stuff going on at Ozy. (Ever heard of Ozy? Would you believe that they claim 20 m users if you haven't?)

Will social media comments go dark in Australia?

Local news is under more pressure than ever. But as Covid has demonstrated, having local sources of information is vital …

Christopher Sopher explains how his team developed a set of publishing tools and processes that can be launched in any city.

What the best way to build an audio product?

When news broke that Vox Media acquired Hot Pod, most focused on the fact that this will be The Verge's first premium product.

'More [important] than the tools is the willingness to change and learn and pick up a new platform'Read More Continue Reading How the Toronto Star used TikTok to cover the election

Shoshana Wodinsky explains bad ads.

The digital media company has raised eyebrows for its claims about its audience size for years. Then came the strange voice on the phone.

A Local Media View of Apple's Privacy Changes on Email Marketing

Last week, Apple rolled out iOS 15, which brought more privacy changes that could undermine tracking and disadvantage digital marketers.

Australian High Court Ruling Could See Social Media Comments Widely Turned Off

Other politicians and high-profile people likely considering following Tasmanian premier in switching off comments, defamation law professor says