How The New York Times is using visuals to boost podcast discovery and grow listenership

To grow podcast listenership and help people discover new shows this year, The New York Times is experimenting with creating images and video on platforms like YouTube and its own audio app, according to Nina Lassam, vp of business and head of audience growth, audio at The New York Times.

Onstage Wednesday at the Digiday Publishing Summit in Vail, Colorado, Lassam addressed podcasters’ long-running challenge of finding new listeners. The Times’ strategy is to promote its podcasts through audio ads on popular shows within its network (which often feature personal anecdotes from journalists and other Times employees), as well as market shows on The Times’ core news app and use more visual assets like images and video on Apple, Spotify and YouTube.

“It’s such a mature landscape now. We’ve all been staring at the same tiles for so long,” she said.

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