Podcasts are thriving but for The Spinoff, digital publisher and publisher some of Aotearoa’s leading audio properties, the fact that there is still a large traditional media audience that isn’t absorbed in podcasts, is a challenge to be overcome.
So its spinoff content studio, Daylight Creative, has transcribed some Spinoff’s latest podcasts and is running them where the target audience is – in newspapers.
Each Paper Podcast is also studded with illustrations by Daylight of The Spinoff’s hosts and their guests, as well as details from the podcasting realm – buttons, musical-stings, ad-breaks and time codes to draw the reader into the podcast experience. And each ad is in a style inspired by the world in which it sits – political (Whether it’s Gone By Lunchtime with Toby Manhire, Ben Thomas and Annabelle Lee) or media (The Fold with Duncan Greive), for example.
The campaign will run until the end of the year, covering each of The Spinoff’s most popular podcasts.
