NZ Podcast Wins Global Media Award

Reporter

Stuff podcast Newsable has won ‘Best New Audio Product’ at the International News Media Association (INMA) awards in London.

The Kiwi news podcast is aimed at the news avoidant and has beaten highly acclaimed global competitors from The Economist, the Irish Independent and media groups in South America and Switzerland.

Launched just over a year ago, the podcast is aimed at 25-40 year olds with 20-minute episodes of news content every morning, along with video, digital articles and breaking news ‘fast-casts’ rounding out its podcast brand. Stories cover a mix of hard news, human interest, pop culture and exclusive interviews.

Developed by Stuff Group and hosted by journalist Imogen Wells, the podcast and its accompanying products were awarded the INMA audio prize over international acclaimed podcast subscription services.

“Newsable was something entirely new for New Zealand - now it’s also creating waves internationally,” says Stuff Digital Managing Director Nadia Tolich of the daily show which has grown a remarkably youthful audience - 66% of listeners are aged 18 - 44.

The podcast clocked more than a million downloads in its first year and was ranked in the top two of Apple’s daily news chart, just behind the New York Times.

Stuff Brand Connections Managing Director Matt Headland says Newsable’s connection with a hard-to-reach younger audience offers excellent integration opportunities for brands. “Because Stuff has the largest digital news platform in New Zealand and our audience reflects the New Zealand demographic, we understand their changing needs better...”

Stuff Group’s Harakeke integration team also received an honourable mention for ‘Most Creative Use of Advertising Formats’ for a Triton Hearing campaign that included audio quizzes, creative content and vertical video.

In the coming months, Newsable will broadcast from the Paris Olympics and coverage will include other major events such as the US and UK Elections and the America’s Cup.

Get a taste of the podcast and listen to the episodes above.

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