Audio journalism as a vector of strategic, narrative, and commercial transformation for Spanish print media

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Abstract

This article examines the role of audio journalism in the strategic transformation of daily print media in Spain. Within a context of sectoral reconfiguration, this study analyses how newspapers are using podcasts as a tool to diversify their news offerings, strengthen audience engagement and explore new editorial dynamics. The study used an ad hoc questionnaire addressed to heads of audio departments in national and regional newspapers. Using a qualitative and exploratory approach, the methodology identifies organizational patterns, professional profiles and functions assigned to audio journalism production and the factors which influence its development. The findings show that while there is broad agreement on the strategic value of podcasts, initiatives still rely on limited resources, small teams and show varying degrees of integration into the structure of media organizations. Audio content is primarily oriented toward informational and analytical genres, increasingly focussed on narrative quality and audience connection. Most audio projects also reveal an effort to develop a distinctive identity. The study concludes that audio journalism represents an emerging avenue of development with significant potential within the digital media ecosystem and suggests future avenues for research related to sustainability, professionalisation and integration into transmedia strategies.