{"id":135545,"date":"2021-10-13T16:26:49","date_gmt":"2021-10-13T14:26:49","guid":{"rendered":"https:\/\/ipmark.com\/?p=135545"},"modified":"2021-10-13T16:26:49","modified_gmt":"2021-10-13T14:26:49","slug":"the-new-york-times-crea-propia-plataforma-audio","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=135545","title":{"rendered":"&#8216;The New York Times&#8217; busca voluntarios para testar su propia plataforma de audio"},"content":{"rendered":"<p><strong><em>The New York Times<\/em> anda a la b\u00fasqueda de voluntarios para probar New York Times Audio, una <em>app<\/em> que ofrecer\u00e1 todos sus productos (como podcasts o piezas de Audm) sin necesidad de depender de plataformas como Spotify o Apple Podcasts.\u00a0<\/strong><\/p>\n<p>La\u00a0<em>app<\/em> tambi\u00e9n ofrecer\u00e1 un set curado de editores como\u00a0<em><strong>BuzzFeed News, New York Magazine\u00a0<\/strong>o\u00a0<strong>Rolling Stone<\/strong><\/em>, a pesar de que algunos rechazaran compartir detalles financieros concretos en sus colaboraciones. Cada uno de ellos producen contenido en\u00a0<strong>Audm<\/strong>, aplicaci\u00f3n adquirida por el medio en el \u00faltimo a\u00f1o.<\/p>\n<p>\u00abAl principio no ser\u00e1n muchos voluntarios, porque queremos comprobar a trav\u00e9s de una premisa cr\u00edtica si la gente estar\u00eda dispuesta a usar este producto\u00bb, comenta\u00a0<strong>Stephanie Preiss<\/strong>, vicepresidenta de audio y TV de\u00a0<strong>The New York Times<\/strong>. \u00abDebemos aprender y comprobar mil cosas, pero tenemos una preocupaci\u00f3n com\u00fan: \u00bfHemos creado algo que la gente querr\u00e1 seguir usando? Tenemos muchas hip\u00f3tesis sobre lo que les har\u00e1 volver, pero no tenemos tan claro c\u00f3mo valorar\u00e1n esta aplicaci\u00f3n\u00bb.<\/p>\n<h2>Aplicaci\u00f3n disruptiva en el sector<\/h2>\n<p>Si\u00a0<em><strong>The New York Times<\/strong> <\/em>crea un producto de audio propio que sea capaz de atraer a oyentes que deseen repetir la experiencia, podr\u00eda marcar una nueva era en la industria del audio. La \u00faltima d\u00e9cada ha estado marcada por la discrepancias entre las empresas de medios de comunicaci\u00f3n para que su estrategia de contenidos conf\u00ede en plataformas\u00a0<em>third-party<\/em> basadas en algoritmos.<\/p>\n<p>Sin embargo, las compa\u00f1\u00edas han cedido un amplio control de la distribuci\u00f3n de su audio a empresas como Spotify, Apple Podcasts o Amazon. La empresa ahora quiere probar cu\u00e1n dispuesta est\u00e1 su audiencia para buscar su contenido en su aplicaci\u00f3n propia, si el producto ser\u00e1 o no viable. Si la\u00a0<em>app<\/em> prospera, reducir\u00e1 su confianza en intermediarios, a la par que puede ofrecer un servidor de <em>data<\/em> y ventajas para los anunciantes.<\/p>\n<h2><strong>A la caza del\u00a0dato m\u00e1s completo<\/strong><\/h2>\n<p>En los \u00faltimos a\u00f1os, los editores han redoblado sus esfuerzos para animar a los lectores para que consuman contenido en sus aplicaciones propias. Esto permite recoger un\u00a0<em>data<\/em>\u00a0<em>first-party<\/em> m\u00e1s rico y que ofrece unas preferencias del usuario m\u00e1s exactas. De esta forma, recomiendan art\u00edculos y anuncios m\u00e1s relevantes.<\/p>\n<p>La\u00a0<em>app<\/em> quiere probar tambi\u00e9n esta premisa para el periodismo auditivo, rastreando lo que los usuarios escuchan. As\u00ed, la herramienta har\u00e1 recomendaciones con mayor precisi\u00f3n, a la par que servir\u00e1 anuncios m\u00e1s personalizados en funci\u00f3n de las preferencias de cada usuario.<\/p>\n<div id=\"page-2\" class=\"\" aria-hidden=\"false\" data-acsb-hidden=\"false\">\n<h2><strong>Allanando el camino<\/strong><\/h2>\n<p>Si el producto gusta a los usuarios, puede convertirse en un \u00e9xito sin precedentes que podr\u00eda animar a otros editores a continuar su estela. S\u00f3lo unos pocos cuentan con las fuentes o los contenidos para poder realizar proyectos similares, como\u00a0<em><strong>The Washington Post, Bloomberg Media<\/strong> o\u00a0<strong>The Atlantic<\/strong>,<\/em> entre otros.<\/p>\n<p>Sin embargo,\u00a0<em><strong>The New York Times<\/strong> <\/em>no planea hacer muros de pago con sus podcasts o eliminarlos de plataformas como\u00a0<strong>Spotify<\/strong>, para conservar la accesibilidad de los contenidos. \u00abEsta decisi\u00f3n podr\u00eda allanar el camino para desarrollar un ecosistema del audio con mucha m\u00e1s paridad de la que hay a d\u00eda de hoy\u00bb, comenta\u00a0<strong>Preiss<\/strong>.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>El medio anda a la caza de voluntarios para probar su app que ofrecer\u00e1 todos sus productos auditivos sin tener que depender de plataformas como Spotify o Apple Podcasts. <\/p>\n","protected":false},"author":6924,"featured_media":135566,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5894],"tags":[],"class_list":["post-135545","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The New York Times crea su propia plataforma de audio<\/title>\n<meta name=\"description\" content=\"El medio anda a la caza de voluntarios para probar su app que ofrecer\u00e1 todos sus productos auditivos sin tener que depender de terceros.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=135545\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The New York Times crea su propia plataforma de audio\" \/>\n<meta property=\"og:description\" content=\"El medio anda a la caza de voluntarios para probar su app que ofrecer\u00e1 todos sus productos auditivos sin tener que depender de terceros.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ipmark.com\/?p=135545\" \/>\n<meta property=\"og:site_name\" content=\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\" \/>\n<meta property=\"article:published_time\" content=\"2021-10-13T14:26:49+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ipmark.com\/wp-content\/uploads\/podcast.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1140\" \/>\n\t<meta property=\"og:image:height\" content=\"635\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Laura Briones\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Laura Briones\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=135545#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=135545\"},\"author\":{\"name\":\"Laura Briones\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/652f2bdeb4e0366fca3bdc6e488f009a\"},\"headline\":\"&#8216;The New York Times&#8217; 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