AUCKLAND, Friday: Despite podcasting still being a growing medium in Aotearoa, exponents of the art say there’s still a large traditional media audience who haven’t yet made the leap into the world of pods.
In response, The Spinoff, publisher of some of the country’s leading audio-based properties, has launched Paper Podcasts, a nationwide print campaign to help avid newspaper readers find a love of listening too, by running full transcriptions of their latest episodes in our national papers.
Spinoff ceo Amber Easby said: “For press purists, these ads are a clever way to initially experience our audio content, in the medium they feel most comfortable with. And we’re sure, like us, once they start listening they won’t be able to stop.”
“Woven amongst the thousands of words in the transcripts are stunning illustrations of our hosts and their guests, in styles that draw inspiration from the worlds they specialise in.
“For press purists, these ads are a clever way to experience our audio content, in the medium they feel most comfortable with. Once they start listening, they won’t be able to stop.”
“Whether it’s Gone By Lunchtime’s political deep dives with Toby Manhire, Ben Thomas and Annabelle Lee, or The Fold’s expert media analysis with Duncan Greive — every execution takes on a different visual look and feel.”
Daylight creative director Charlie Godinet said: “The mix of mediums in this idea made for a really interesting design challenge.
“And I love the way our team has injected so many details from the podcasting world back into these printed versions. Buttons, musical-stings, ad-breaks and time codes, they all help tease the experience of listening,
“The campaign will continue to roll out until the end of the year, covering each of The Spinoff’s most beloved podcasts.”
Client: The Spinoff
Creative Agency: Daylight
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