Jan 15, 2019

The NYT's plan to make money from voice

An Amazon Echo. Photo: Joby Sessions/T3 Magazine via Getty Images

The New York Times plans to build custom Alexa skills for advertisers through its branded content studio for roughly six figures. The campaigns will be sold as a white label service, with no distribution offering — just production.

Why it matters: Amazon doesn’t let brands sell sponsorships or ad integrations for Alexa, so this is the next best way for the NYT to make money off budding new technology for marketers.

Details: NYT is pitching the business after 3 months of field research showing how consumers will react to the technology.

  • It will use its 175-person branded content studio called T Brand Studio, which is expected to take over 3 months per custom skill.
  • One of the research findings presented to advertisers includes that fact that consumers think voice is a healthier form of technology than other types of tech, like social media.
  • This is because it’s responsive and doesn’t push users to a feed or another media assets they may not want to engage with.

Sebastian Tomich, NYT global head of advertising and marketing solutions, says the company can pitch what its newsroom has learned while building an Alexa skill on the backbone of storytelling, which allows it to better understand how the technology works.

  • For now, he says, the types of clients that a custom skill build-out is most likely to attract are ones with products at the core of its offering, like e-commerce brands or consumer packaged goods companies.
  • But, longer-term plans are to look for partners to build skills for as it expands its newsroom skills experiments into more categories, like travel, music, books, sports and news.
  • So far, Audi has been announced as its first partner, but the company is in talks with several others for potential deals over the next few months.

Between the lines: The NYT strategy is really just to get ahead of any emerging tech and share those insights with its brand partners, even it's still in early stages.

  • Beginning in 2015, for example, Tomich's team began selling customized virtual reality videos to brands to run alongside NYT's VR videos that could be viewed through Google Cardboard VR headsets.
  • VR never quite caught on among consumers, but it showed marketers that the NYT was willing to take risks in efforts that drive innovation and relevancy, per Tomich. 
  • "I like to think of these things in two-year cycles, where there's an opportunity to try a new platform and leverage the credibility of newsroom to help propel us on brand side think of new creative executions for clients. Rather than say 'this is the future,' we see a two-year period to tap into a market growing fast and see if it could be viable long-term," Tomich adds.

The big picture: Data shows that there's a "skills gap" in the news sector on voice assistants. The Reuters Institute for Politics and Oxford University found last year that while news is widely requested on voice assistants in the U.K., it's less valued because there are fewer user engagement skills created in the news and storytelling industries compared to topics like traffic or weather.

Go deeper: Amazon ramps up effort to make Alexa more ubiquitous

Go deeper

The mystery of coronavirus superspreaders

Illustration: Sarah Grillo/Axios

A small percentage of people — called superspreaders — may be responsible for a large number of COVID-19 infections, research is starting to indicate.

Why it matters: While there's no method to detect who these people are before they infect others, there are ways to control behaviors that cause superspreading events — a key issue as states start to reopen and debate what types of events are OK.

Coronavirus dashboard

Illustration: Sarah Grillo/Axios

  1. Global: Total confirmed cases as of 3 p.m. ET: 5,931,112 — Total deaths: 357,929 — Total recoveries — 2,388,172Map.
  2. U.S.: Total confirmed cases as of 3 p.m. ET: 1,711,313 — Total deaths: 101,129 — Total recoveries: 391,508 — Total tested: 15,192,481Map.
  3. States: New York to allow private businesses to deny entry to customers without masks.
  4. Public health: Louisiana Sen. Cassidy wants more frequent testing of nursing home workers.
  5. Congress: Pelosi slams McConnell on stimulus delay — Sen. Tim Kaine and wife test positive for coronavirus antibodies.
  6. Tech: Twitter fact-checks Chinese official's claims that coronavirus originated in U.S.
  7. What should I do? When you can be around others after contracting the coronavirus — Traveling, asthma, dishes, disinfectants and being contagiousMasks, lending books and self-isolatingExercise, laundry, what counts as soap — Pets, moving and personal healthAnswers about the virus from Axios expertsWhat to know about social distancingHow to minimize your risk.
  8. Other resources: CDC on how to avoid the virus, what to do if you get it, the right mask to wear.

Subscribe to Mike Allen's Axios AM to follow our coronavirus coverage each morning from your inbox.

Updated 34 mins ago - Politics & Policy

Twitter fact-checks Chinese official's claims that coronavirus originated in U.S.

Chinese Foreign Ministry spokesman Zhao Lijian. Photo: Greg Baker/AFP via Getty Images

Twitter slapped a fact-check label on a pair of months-old tweets from a Chinese government spokesperson that falsely suggested that the coronavirus originated in the U.S. and was brought to Wuhan by the U.S. military, directing users to "get the facts about COVID-19."

Why it matters: The labels were added after criticism that Twitter had fact-checked tweets from President Trump about mail-in voting, but not other false claims from Chinese Communist Party officials and other U.S. adversaries.