Podcasts and puzzles boost news site engagement
KUALA LUMPUR: Podcasts, crossword puzzles, and affiliate businesses are increasingly engaging readers on news sites.
Media experts say these elements contribute to loyalty, new revenue growth, and subscriptions.
Lacey Ewin, Lead of Digital Commercial Strategy and Solutions at Singapore Mediacorp, said podcast listeners are highly engaged, adding that no other medium compares to its level of engagement.
She said podcasts have helped sway undecided political supporters in the US during recent presidential elections.
'Podcasts allow you to not only capture your audience's attention but also convert products for your advertisers,' she said during the session 'Fresh Ideas for Revenue Diversification' at the World Association of News Publishers (WAN-INFRA) Digital Media Asia 2025 on Thursday (April 24).
Podcast consumption in Asia is growing, with over 57% of Indonesians listening to more than an hour of podcasts weekly, 36% in Malaysia, and 31% in Singapore.
'You actively choose to put your AirPods in and spend 40 to 60 minutes with a host to learn and educate," she said.
Podcasts also offer deep conversations on various topics and provide monetisation opportunities for publishers due to their trust and affinity with niche audiences.
'The reality is that a one-minute TikTok video cannot do everything podcasts can do,' she added.
Jonathan Knight, Head of Games at The New York Times, shared how the publisher's investment in digital puzzles—from its iconic Crossword to the viral phenomenon Wordle—has evolved into a core business driver, attracting millions to NYT.
'We're driving new standalone subscriptions, but we're also driving bundle subscriptions from games, making it a powerful funnel.
'It's the fastest-growing advertising revenue segment in the company, bringing millions of new prospects into the portfolio," he said.
Knight said the games division is crucial for acquiring and retaining subscribers. Data shows that users engaging with both news content and games during the same week have the strongest long-term retention profile.
'It's because games create a daily habit. They are thoughtful, human-made, crafted, edited puzzles,' he said.
Knight said Wordle has created a shared daily experience, encouraging regular return visits and result-sharing.
'Bill Gates, the billionaire founder of Microsoft, plays Wordle every single day. If I start Wordle today, while someone else has been playing for three years, we're still having the same moment.
'It's a great way to stay connected with people,' he said.
Christian Haneborg, chief commercial officer at Schibsted Marketing Services, shared how Verdens Gang (VG) transformed from a print-reliant entity into a digital powerhouse by introducing affiliate marketing as a third revenue pillar alongside advertising and subscriptions.
'Advertisements and user subscriptions will continue to be essential, but we need to explore new revenue sources.
'The affiliate division has emerged as one of VG's fastest-growing revenue streams, surpassing US$10mil in 2024 alone,' he said.
Haneborg added that many see affiliate marketing as a risk to existing revenue, but they view it as complementary.
'The affiliate strategy has allowed VG to be flexible, leverage existing traffic to generate additional revenue, while demonstrating returns on investment to clients,' he said.
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