HOME
          
LATEST STORY
The newsonomics of MLB’s pioneering mobile experience
ABOUT                    SUBSCRIBE
May 16, 2012, 2:56 p.m.

Flipboard + public radio could be a killer combo

Flipboard screen shot
Users already spend a lot of time in the Flipboard app, and if past data is any indication, audio could keep people “flipping” a lot longer.

Flipboard screen shot

“Want to keep mobile users engaged longer?” I wrote a year ago. “Just add audio.”

Flipboard, the popular “social magazine” for the iPad and iPhone, already enjoys high user engagement. As of January the app has been downloaded eight million times, the company says, and users spend an average of 90 minutes per month with it. (It’s no Globo, but that’s a solid number.)

Now Flipboard’s smorgasbord of lean-back content gets a big addition: audio. This week’s update brings in content from NPR, PRI, and a host of independent podcast producers by way of the social audio platform SoundCloud. And if past data is any indication, audio could keep users “flipping” a lot longer.

Most users of NPR’s mobile apps never listen to audio, but those who do consume twice as much content as people only reading text. In other words, users who play an audio story are likely to read more articles. On average, according to data from January–mid-April 2011, audio streamers racked up 4.2 pageviews per visit versus 2.4 for the text-only crowd. Same ratio for iPad users: Listeners viewed 8.1 pages per visit, while readers view 3.9 pages. (I have asked NPR for updated numbers; watch this space.)

It makes sense: Audio is the perfect multitasking medium. In the updated Flipboard app, I can hit play on the latest episode of The Dinner Party and continue flipping through articles. Why wouldn’t I want an aural accompaniment?

The partnership fits with NPR CEO Gary Knell’s vision of “radio everywhere,” as public radio braces for a future beyond the terrestrial broadcast. (See also: Infinite Player, the connected car.)

And because Flipboard promotes discovery of new content, with channels that can be customized to users’ tastes, lesser-known productions may get more attention. When I select the “Audio” tab on Flipboard, I see Roman Mars’ independent program 99% Invisible next to public-radio powerhouse Fresh Air. I also see Snoop Dogg, one of SoundCloud’s featured users.

SoundCloud has spent the past year investing in partnerships with public radio and other providers of non-music content. The company wants to be for audio what YouTube is for video: part hard drive in the sky, part community, the place everyone goes to upload sound when they need to embed or share it.

In a statement, Flipboard founder Mike McCue said the addition of SoundCloud is an example of “how Flipboard makes social content a more discoverable and more immersive experience.”

It’s also an example of Flipboard’s more-is-more approach to serving users, who have come to expect an overabundance of choice.

POSTED     May 16, 2012, 2:56 p.m.
SHARE THIS STORY
   
Show comments  
Show tags
 
Join the 15,000 who get the freshest future-of-journalism news in our daily email.
The newsonomics of MLB’s pioneering mobile experience
Running a sports league and running a news operation aren’t the same thing. But there are lessons to be learned from baseball’s success in navigating mobile.
Why The New York Times built a tool for crowdsourced time travel
Madison, a new tool that asks readers to help identify ads in the Times archives, is part of a new open source platform for crowdsourcing built by the company’s R&D Lab.
Opening up the archives: JSTOR wants to tie a library to the news
Its new site JSTOR Daily highlights interesting research and offers background and context on current events.
What to read next
1020
tweets
The newsonomics of the millennial moment
The new wave of news startups is aiming at a younger audience. But do legacy media companies have a chance at earning their attention?
803A mixed bag on apps: What The New York Times learned with NYT Opinion and NYT Now
The two apps were part of the paper’s plan to increase digital subscribers through smaller, targeted offerings. Now, with staff cutbacks on the way, one app is being shuttered and the other is being adjusted.
413The new Vox daily email, explained
The company’s newsletter, Vox Sentences, enters an increasingly crowded inbox. Can concise writing and smart aggregation on the day’s news help expand their audience?
These stories are our most popular on Twitter over the past 30 days.
See all our most recent pieces ➚
Encyclo is our encyclopedia of the future of news, chronicling the key players in journalism’s evolution.
Here are a few of the entries you’ll find in Encyclo.   Get the full Encyclo ➚
Detroit Free Press and Detroit News
Forbes
SeeClickFix
Sports Illustrated
NBC News
Investigative News Network
Fox News
Los Angeles Times
AOL
Salon
Ann Arbor News
Daily Mail