There is a story that the publishing industry keeps telling itself about audio: it's a tool for the visually impaired, for commuters stuck in traffic, for people too busy to read.
The Real Story Audio Tells Publishers
When Zetland — the Danish digital news publisher — first added an audio button to their articles in 2016, they expected maybe 10-20% of readers to use it. Within
The numbers are in, and they tell a clear story. Podcasting isn't a niche format anymore — it's a global media habit that's reshaping how audiences consume news,
Every publisher knows the problem: too much content, too little time to read it.
According to a Nieman Lab study, 13% of news subscribers cancel their subscriptions because they simply don't
For years, publishers treated audio as an afterthought: "Here's our article, and by the way, there's a listen button somewhere."
That thinking is now costing you readers,
