This Chaser has always cheered publishers’ efforts to distribute their content through emerging platforms. Satellite radio still counts as emerging, even though its subscriber numbers are in the millions. Earlier today, Washington, D.C.-based XM Satellite Radio and New York Times Radio got together for a partnership that will bring reviews and commentaries from Times staffers to XM stations, along with plans for newscasts and classical music specials, according to a story from the Washington Business Journal.
XM is battling rival Sirius Satellite Radio for premium content partners who’ll appeal to its four million subscribers while attracting millions more. The two leading satellite players will approach national entities first, but at some point, they’ll need to build their local news and weather channels. The partnership news reminds me that podcasting is just one way for publishers to deliver engaging, informative and fun audio content. The ambitious site directors out there could introduce their best podcast hosts (staff members and people in the community) to a radio partner and create new shows that give massive promotion to the newspaper’s site and print edition.
Anyone tried something like this already? Please tell me we’re not lost in space here!
