The New York Times' Breakthrough 'The Daily' Soars Past 100M Download Mark
Within nine months of its launch, it looks like The New York Times (NYT - Get Report) has more than a success on its hands. "The Daily" is becoming a phenomenon, an out-of-the-blue hit that is forcing print-based business leaders to think anew about the revolutionary power of digital audio. Further, as the leading edge of The New York Times' now dozen-strong audio unit, it may provide a growing line of revenue still badly required to overcome print ad loss.
"The Daily"'s numbers impress. The five-day-a-week, 20-plus-minute podcast just passed a big milestone: 100 million downloads, we can report here for the first time, with weekday daily downloads growing 34% since June. "The Daily" keeps its place in the multiple Top 10 podcast charts. This week, it ranks No. 4 on iTunes, behind the splashy debut of the Los Angeles Times' true life crime tale of "Dirty John," which tops the charts, with 5 million "listens" counted this week.
In August, 3.8 million unique visitors listened to "The Daily," the Times said. Able to obtain ad rates equaling video ad sales, the Times now plans to build a "franchise" around The Daily's success.