Twipe Insights
Building beloging, AI-translated podcasts, and the end of pageviews | Adrian, your AI curator
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Using AI to Translate Podcasts at Scale
The Fix, A podcast in 10 languages – the multilingual AI experiment of Louie Media and ELLE
ELLE France and Louie Media leveraged AI to produce “Faut que je te dise,” a podcast addressing critical health information for young women. Powered by Fameplay.AI, they translated French journalist Marine Revol’s voice into nine additional languages.
Despite going no promotion for the podcast outside of France, 40% of its audience resides outside the country, demonstrating AI’s powerful capability to scale impactful content. This article also dives deeper into the challenges, including accent consistency and vocal warmth.
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How Time Magazine is Adopting a Proactive Strategy with AI
The Rebooting, Inside Time’s AI playbook
Time Magazine is embracing a proactive AI strategy under CEO Jessica Sibley by embracing practicality over resistance. They have engaged with AI companies like OpenAI and Scale AI, securing content deals and collaborating on new AI-powered features for their products.
They have also strategically reduced their reliance on advertising revenue tied to webpage traffic, shifting to a B2B model focused on events and direct brand partnerships. This diversification enables them to innovate, as seen with their AI-enabled Person of the Year experience and future plans for personalized audio content and AI toolbars on their website.
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Reach Expands Audience Through Free Substack Newsletters
Press Gazette, Reach launches series of Substack-based newsletters in bid to broaden audience
Reach plc is launching a series of free, topic-specific newsletters on Substack, aiming to broaden and deepen its engagement with its audience. Jenna Thompson, Reach’s Audience and Content Director, explains that these new offerings are curated digests, often linking to both Reach’s own content and external publishers.
The goal of these newsletters is not to generate direct clickthroughs. Rather, the aim is to foster community and demonstrate value, ultimately building brand affinity and showcasing individual journalists’ expertise. Reach leverages Substack’s community features—such as comments and recommendations—to enhance interaction.
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Why Newsrooms Must Prioritize “Belonging”
The Audiencers, Why the most valuable newsroom KPI is no longer reach but belonging
The media industry’s past reliance on reach and volume KPIs, like pageviews, is increasingly obsolete as revenue models pivot towards subscriptions and memberships. Even engagement metrics like time on site or shares, though offering more depth, often measure isolated moments rather than enduring connections.
The crucial metric now is “belonging,” signifying readers who regularly return, build habits around content, and actively participate. This deeper connection, directly correlates with higher retention, increased consumption, and stronger advocacy.
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The End of Pageviews is Near
The Rebooting, The Messy End of the Pageview Economy
The advent of AI-powered search engines, like Google’s AI Mode, signals the inevitable decline of the pageview economy, forcing publishers into a new reality. Many executives acknowledge limited leverage with AI giants, opting for a pragmatic stance of striking deals for content usage rather than outright litigation.
This shift prompts a focus on diversifying revenue streams beyond advertising, with publishers increasingly touting low percentages of revenue tied to pageviews as a new success metric. Some foresee a future where publishers become information wholesalers, producing content specifically for AI ingestion, a model that could provide a viable business if legacy costs are dramatically reduced.
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