Credit: Photo by Thomas Le on Unsplash

Podcasts have proved a hit in the digital media age, enabling news organisations to reach different audiences and tell stories in more engaging ways.

Such is the popularity of podcasts, the market has become overcrowded and competitive with 1.5m podcasts and 34m episodes now roaming the Internet.

Writing for INMA, executive producer of video and audio for the Evening Standard, Chris Stone, offered seven reasons why short-form audio content is perfect for enticing new listeners. One of those reasons is to promote flagship content.

"At the Evening Standard, we've been creating an ecosystem of content with varying durations with the aim of migrating listeners between shows. We’ve found our short content reaches a large audience, making it a great opportunity to promote our longer content," it reads.

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