Lisa Tobin, the executive producer for audio at the New York Times, will be a featured Global Gamechanger speaker at IBC, discussing how the power of podcasting and audio is transforming the news industry.
Tobin, editor the New York Times “The Daily” podcast, will discuss how the Times and other major newspapers have used audio over the past year to vastly grow it’s news audience.
In the past year, she said, The Daily has become to the #1 new podcast in the world. It has four and a half million listeners every month — many of whom listen every day. “About two-thirds of our listeners are under 40, and one-third are under 30,” she said. “Inside the Times, we see The Daily as the new front page.” Now, the podcast is being syndicated to public radio stations through American Public Media.
“What is one dimensional in print becomes three dimensional in audio,” Tobin added. “It dramatizes the scene, exposes the journalistic process and humanizes the reporter. It has made the New York Times unexpectedly intimate and accessible. This is the moment for audio in the newsroom.
“Print news organizations are rushing to audio because ambient audio is transforming how news is delivered and how audiences are engaging with it,” she said. “It is changing our relationship with the journalist and also changing our relationship with the news itself.
“We’ve long known that podcasting is intimate media, one that offers one-to-one connection,” she said. “But in news, that effect has been profound. It has engaged the consumer in a deeper, more meaningful way than print can accomplish. People listen in a way they don’t read. In the past year, that transformation has been applied to news in a powerful way.”
Before being named to her position by the Times in the summer of 2016, Tobin held various positions at WBUR, including managing producer for program development, senior producer for innovation, field producer and digital producer.
She has received many awards for radio production throughout her career. These have included multiple Associated Press awards, first place in the Edward R. Murrow award for Documentary and a Scripps Howard award for Digital Innovation.
Tobin will speak on the afternoon of Sept. 13 at IBC with other news producers as part of the Global Gamechanger: News session.
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