Apple is testing a “Spoken Edition” category under the podcast section of iTunes, which will feature short-form audio content from major publishers such as Time, Wired, and Forbes, offering listeners a new way to consume news and editorial content. Like podcasts, the audio content will contain ads. iTunes is open to most podcasting networks and publishers, and some publishers are working with SpokenLayer to convert their written content into audio clips.
What Brands Need To Do
With the recent podcast renaissance and the rise of conversational interfaces, audio content has been attracting a lot of media attention. Brands such as GE, State Farm, and eBay are already seeing success in consumer engagement via branded audio content. This upcoming iTunes category offers brands a new channel to reach consumers with sponsored audio content or ads.