Foreign Affairs Amplifies Its Content With Audible Partnership
Starting with the release of its July/August issue, Foreign Affairs will be giving an actual voice to the analysis and long-form reporting it's so known for. The publication is partnering with Audible to make audio versions of its print articles and highlighted web content available to stream and download on ForeignAffairs.com and Audible.com. (The audio feature is now available on ForeignAffairs.com).
Foreign Affairs publisher Lynda Hammes says that while the launch of the new audio product is an extension of a greater digital and mobile-friendly strategy and will bolster its subscription offer, it's most of all a response to reader desire. "We've done surveys over the past year-and-a-half, two years, and readers have actively asked for this. 'We want to stay informed and engaged on the go.' It's not surprising because they're really avid travellers. If you look at The Economist, or Slate, or The New Yorker -- those readers of like-minded content are really passionate about the audio format."
Foreign Affairs subscribers will be able to stream audio for free while other readers can access audio according to the magazine's metered paywall or through individual purchases. Advertising spots will be available through stand-alone sponsorships and part of a wider digital advertising package.
Hammes is confident the audio editions will make Foreign Affairs' premium access more alluring and convert more subscribers. "Right now you can sample content if you're not a subscriber or registered user, but the more special benefits of premium access we can give subscribers, the more these casual web users will go through the customer life cycle and commit to being a paid reader. We've seen this with other features. We also hope to see that loyal print readers will have a reason to become habitual users of the digital offerings -- both the app and ForeignAffairs.com."
Denis Wilson is the content director for Target Marketing, Publishing Executive, and Book Business, as well as the FUSE Media and BRAND United summits. In this role, he analyzes and reports on the fundamental changes affecting the media and marketing industries and aims to serve content-driven businesses with practical and strategic insight. As a writer, Denis’ work has been published by Fast Company, Rolling Stone, Fortune, and The New York Times.