The New York Times is making a big change to its podcasts. Starting next month, you will need to pay to listen to some of their podcasts on Spotify and Apple Podcasts. This includes old episodes of The Daily and The Ezra Klein Show, and new episodes of Serial Productions. The New York Times is hoping that this will make more money from its podcasts. This is a big change for the New York Times, as it is one of the first major news organizations to charge for its podcasts.
The Times will still offer the most recent episodes of its podcasts for free on these platforms, but accessing older content will require a subscription. This move is part of a larger strategy to monetize the Times’ audio journalism. As Ben Cotton, head of subscription products for the Times, explained in an interview with The Hollywood Reporter. “We think our audio journalism is worth paying for, just the same as everything else that our newsroom produces every day.”
Subscription Pricing and Benefits
The subscription will cost $6 per month or $50 annually. However, current home delivery and all-access subscribers of the New York Times can continue to listen to podcasts on Spotify and Apple by verifying their subscriptions in the apps. This will give them unlimited access to the Times’ audio content without any additional fees.
Gizchina News of the week
Cotton noted that the Times sees this move as a natural progression in its business. This will allow it to reach listeners directly on their existing platforms. He also emphasized that this approach would provide the company with more insights into who is listening to their shows on these platforms.
A Strategic Investment in Audio Journalism
The goal of this subscription model is to generate additional revenue. The Times plans to invest in expanding its podcast and audio programming. Paula Szuchman, director of audio at the Times, stated, “Our strategy is going to continue to tap into Times journalism… The more the subscription model works, the more we can invest in growing the portfolio.” She highlighted new shows like The Interview and The Headlines as examples of the kind of content they hope to expand.
Monitoring the Change and Future Adjustments
While the Times is optimistic about this new direction, it remains cautious about the outcome. Cotton mentioned that the company will closely monitor the impact of these changes. They won’t hesitate to adjust its strategy if needed.
For certain shows, like Serial, Cotton pointed out that listeners are likely to become invested. Therefore, they are willing to subscribe to access future episodes. He believes that offering the beginning of a show for free while charging for the remaining episodes will encourage people to subscribe if they’re hooked on the content.
Ultimately, the Times aims to balance generating revenue with providing high-quality audio journalism that resonates with its listeners.
