NYT Audio: "The Headlines" to Be Released on All Podcast Platforms

 The New York Times has been arguably the most successful of the legacy print media companies, with a large roster of podcasts that report millions of downloads. Its daily news podcast called, of course, The Daily regularly tops the podcast charts. Other popular podcasts include Animal, The Argument, The Book Review, First Person, Modern Love, The Radar and Still Processing.

It's not a "throw it up against the wall and see what sticks" media strategy. The Times has carefully developed podcasts that fit their brand (loved by some and hated by others) and simulate the vibe of their editorial marque.

For newspapers like The New York Times, podcasts make economic sense. Production costs can be pricey but not break the bank. Moreover, the journalists that work at the newspaper can double as podcast hosts with expensive hiring of on-air talent. For example, Times reporters like Michelle Goldberg, Ross Douthat, and Frank Bruni have excelled at audio. 

Moreover, the Times and other newspapers use ad time on their podcasts to hawk digital subscriptions for their newspaper, and the growth of those subscriptions indicates that the strategy is working.

"Newspapers that start podcasts can bring in and attract a whole new customer base," says podcast consultant George Witt. "Podcast listeners are younger than the average newspaper reader, so the company can leverage their podcasts to embrace a new demographic."

The New York Times released its own podcast app in March 2023, and the app is included with a Times' news subscription.

Now comes another announcement, with The New York Times recently expanding the reach of its “The Headlines,” podcast from NYT Audio exclusivity to be available across all podcast platforms beginning August 5th. Tracy Mumford and Jessica Metzger have new roles as The Headlines began wider release.

The Times notes: "A little over a year ago, we launched The Headlines, a daily audio show that brought listeners a quick update on the day’s biggest news and dispatches from Times reporters around the globe. Designed to complement The Daily's deep dive on a single story, The Headlines quickly became the most popular feature in the Times Audio app."

NYT Audio also announced that Tracy Mumford will become the host/editor. Mumford has been part of “The Headlines” since its very early days, helping shape the editorial vision of the show.

She has been producing, editing, hosting, building a team and helping to manage the podcast. She will be based in London.

Tracy’s essential partner in all of this has been Jessica Metzger, who has developed strong connections with the desks so that The Headlines is able to nimbly tap into the deep experience and expertise of the NYT journalists.

Her sharp news instincts and editorial judgment fuel the show, ensuring that it feels urgent and distinctive. 

 

In a podcasting universe where large podcast networks such as Amazon, iHeart, and Spotify have no discernible content brand, it will be interesting to watch as The New York Times continues to construct its NYT Audio brand. 

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Tracy Mumford -- Photo credit: Andrew Testa

Jessica Metzger -- Photo credit: Steven Duarte