Publishers Increasingly Want to Put Their Money Where Alexa’s Mouth Is

The Washington Post, NPR and others are lining up to partner with voice-activated devices

Most publishers haven't monetized their voice activations, but the low barrier to entry makes the platform one worth testing on. ChefBoyRG

As consumers grow more comfortable with talking to voice-activated devices, media organizations want to say something back. From The Washington Post to NPR, publishers have been lining up to partner with smart speakers to entice viewers and create a new revenue stream. The relatively cheap cost of entry (especially for those with audio content that can be easily repurposed), the rapidly growing consumer interest and what they can offer advertisers in this space make these technologies the hottest new thing media organizations want to get a footing with—even if it’s only proven lucrative for a handful of publishers.

This story first appeared in the March 18, 2019, issue of Adweek magazine. Click here to subscribe.
@SaraJerde Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.