Despite podcasting being one of the fastest growing mediums in Aotearoa, there's still a large traditional media audience who haven't yet made the leap into the world of pods. In response The Spinoff, publisher of some of the country's leading audio-based properties, has launched 'Paper Podcasts' via Daylight. The nationwide print campaign aims to help avid newspaper readers find a love of listening too, by running full transcriptions of The Spinoff’s latest episodes in its national papers.
Says Amber Easby, CEO, The Spinoff: “For press purists, these ads are a clever way to initially experience our audio content, in the medium they feel most comfortable with. And we’re sure, like us, once they start listening they won’t be able to stop.”
Woven amongst the thousands of words in the transcripts are stunning illustrations of The Spinoff’s hosts and their guests, in styles that draw inspiration from the worlds they specialise in. Whether it’s Gone By Lunchtime’s political deep dives with Toby Manhire, Ben Thomas and Annabelle Lee or The Fold’s expert media analysis with Duncan Greive — every execution takes on a different visual look and feel.
Says Charlie Godinet, creative director at Daylight: “The mix of mediums in this idea made for a really interesting design challenge. And I love the way our team has injected so many details from the podcasting world back into these printed versions. Buttons, musical-stings, ad-breaks and time codes, they all help tease the experience of listening.”
The campaign will continue to roll out until the end of the year, covering each of The Spinoff’s most beloved podcasts. Find more episodes of these epic titles at thespinoff.co.nz
