The inimitable New York Times has created not one, but five new Alexa skills.
Now, people can use their smart speaker to access:
> A daily flash briefing read by journalist Michael Barbaro
> Hear about the travels of Sebastian Modak with “52 places to go”
> Get a weekly music roundup from music editor Caryn Ganz
> Get book recommendations from Times book critics
> Play a weekly “New York Times Quiz” testing their knowledge of recent news
Why it’s hot:
It may not feel a massive innovation, but it’s a savvy move for the Times in a world where people are increasingly eschewing websites. No longer is it enough to build destinations, we have to think about how our brands can be present where people need them, when they need them.
The New York Times recently published internally, but also publicly, their mandate for a new approach to digital journalism. There are some exciting goals expressed for the publication that support what we already know as marketers, strategists and social media specialists – quality over quantity; use of more engaging and experiential digital content formats and visuals; and a clear need for social integration and audience participation with real-time reward.
To see where they are headed, check out https://www.nytimes.com/interactive/2016/12/07/world/asia/rodrigo-duterte-philippines-drugs-killings.html [warning: graphic content]. The full 2020 report is here.
Why It’s Hot: A huge publisher like the Times acknowledging so forcefully this “new” reality of storytelling – rich photography and immersive design, integration of tech (like Google Maps), making UGC part of the story – is important as this will become the way more and more people expect to get their content from all publishers, including brands – especially as more and more people around the world gain access to the technology and networks needed to support the dissemination of this rich experiential content.
You may have also noticed that Medium is expressing something of a manifesto lately across their social media channels. Interesting to consider the way media is adapting and changing as we look to both work with publishers and capture their audiences for our brands. https://www.instagram.com/medium/