McClatchy has launched a text-to-speech audio feature that will offer readers the option to listen to news content produced by its 30 newsrooms across the country. This is part of McClatchy's strategy in the audio space, which includes initiatives in smart speakers, audio search and podcasts. McClatchy is the first local news media company with a national reach to launch text-to-speech technology.
The new Artificial Intelligence (AI) audio feature integrated across McClatchy's digital news sites uses technology to dynamically convert written content into an audio file accurately and virtually instantaneously. The text-to-speech service was tested on two McClatchy news sites over three months with significant positive customer feedback. The results from The Sacramento (California) Bee and The News & Observer in Raleigh, North Carolina, showed an increase in user engagement online including a 168% increase in time spent on the news site, an 89% increase in story page views and a 95% increase in visits per user.
An easy-to-locate play button is positioned under every article headline, offering readers an effortless way to listen to news with one click.
"At a time when consumption of digital audio is stronger than ever, we're excited to roll out this new audio feature to our customers to enhance their news experience and give them the ability to listen to local journalism where and when they want it," commented Jessica Gilbert, senior director of product and experience. "In addition, the integration of this technology across all of our sites will drive advertising revenue."
McClatchy has partnered with Trinity Audio on this initiative. Its technology uses AI and Machine Learning to generate an audio version of articles in seconds and also inserts advertising on a revenue share basis.
"We're excited to take our partnership with McClatchy to the next level and help turn their readers into listeners," commented Ron Jaworski, co-founder and CEO of Trinity Audio. "Partners such as McClatchy, help lead the audio revolution in the media landscape. They understand that audio is becoming mainstream and are always striving to improve the user experience of their audiences."
