LONDON, Today: An innovative Kiwi news podcast, Newsable, clinches the Best New Audio Product/Feature title at the INMA awards, triumphing over esteemed global contenders like The Economist and the Irish Independent.
“Newsable was something entirely new for New Zealand – now it’s also creating waves internationally,” says Nadia Tolich, Managing Director of Stuff Digital.
Launched just over a year ago, Newsable brings forth 20 minutes of captivating news content each morning, tailored for 25-40-year-olds with a delightful blend of hard news, human interest stories, and pop culture tidbits.
“We set out to deliver important and relevant news but in a podcast format that younger, often news-avoidant audiences would love. They did, and so did the international judges,” adds Tolich.
“Newsable was something entirely new for New Zealand – now it’s also creating waves internationally.” – Nadia Tolich
Developed by Stuff Group and hosted by journalist Imogen Wells, Newsable has garnered a remarkably youthful audience, with 66% of its listeners falling between the ages of 18 and 44.
Newsable’s meteoric rise to success is evidenced by its staggering achievement of over a million downloads in its inaugural year, securing a spot among the top two in Apple’s daily news chart, trailing only behind the prestigious New York Times.
Matt Headland, Managing Director of Stuff Brand Connections, commends Newsable’s ability to engage with a hard-to-reach younger audience, highlighting its potential for brand integration.
Furthermore, Stuff Group’s Harakeke integration team earns accolades for their innovative advertising initiatives, particularly for a Triton Hearing campaign that showcased inventive audio quizzes, creative content, and vertical videos.
Looking ahead, Newsable plans extensive coverage of major events such as the Paris Olympics, presenting lucrative sponsorship and commercial opportunities for interested parties.
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