Sign up for our daily briefing

Make your busy days simpler with Axios AM/PM. Catch up on what's new and why it matters in just 5 minutes.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Catch up on the day's biggest business stories

Subscribe to Axios Closer for insights into the day’s business news and trends and why they matter

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Stay on top of the latest market trends

Subscribe to Axios Markets for the latest market trends and economic insights. Sign up for free.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Sports news worthy of your time

Binge on the stats and stories that drive the sports world with Axios Sports. Sign up for free.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Tech news worthy of your time

Get our smart take on technology from the Valley and D.C. with Axios Login. Sign up for free.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Get the inside stories

Get an insider's guide to the new White House with Axios Sneak Peek. Sign up for free.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Catch up on coronavirus stories and special reports, curated by Mike Allen everyday

Catch up on coronavirus stories and special reports, curated by Mike Allen everyday

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Denver news?

Get a daily digest of the most important stories affecting your hometown with Axios Denver

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Des Moines news?

Get a daily digest of the most important stories affecting your hometown with Axios Des Moines

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Twin Cities news?

Get a daily digest of the most important stories affecting your hometown with Axios Twin Cities

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Tampa Bay news?

Get a daily digest of the most important stories affecting your hometown with Axios Tampa Bay

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Charlotte news?

Get a daily digest of the most important stories affecting your hometown with Axios Charlotte

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Sign up for Axios NW Arkansas

Stay up-to-date on the most important and interesting stories affecting NW Arkansas, authored by local reporters

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

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

Trump sues New York Times and his niece over tax report

Former President Trump hosting a boxing match in Hollywood, Florida on Sept. 11. Photo: Chandan Khanna/AFP via Getty Images

Former President Trump filed a $100 million lawsuit against the New York Times and his niece Mary Trump on Tuesday over the news outlet's 2018 reporting on his tax records, the Daily Beast first reported.

Details: The suit, filed in New York's Dutchess County, alleges NYT journalists "engaged in an insidious plot to obtain confidential and highly-sensitive records" and that they "convinced" Mary Trump to "smuggle records out of her attorney's office and turn them over to The Times."

Brazil's health minister tests positive for COVID during UN summit in N.Y.

President of Brazil Jair Bolsonaro (L) and Health Minister Marcelo Queiroga in Brasilia, Brazil, in May. Photo: Andressa Anholete/Getty Images

Brazil's Health Minister Marcelo Queirog has tested positive for COVID-19 while in New York City for the United Nations General Assembly (UNGA), he confirmed Tuesday night.

Why it matters: Hours earlier, Queirog had accompanied Brazilian President Jair Bolsonaro to the UNGA. The Biden administration expressed concern last week that the gathering of world leaders could become a coronavirus "superspreader event."

House passes government funding, debt ceiling bill

Speaker Nancy Pelosi. Photo by Kevin Dietsch/Getty Images

The House passed a bill on Tuesday to fund the government through early December, along with a measure to raise the debt ceiling through December 2022.

Why it matters: The stopgap measure, which needs to be passed to avoid a government shutdown when funding expires on Sept. 30, faces a difficult journey in the Senate where at least ten Republicans would need to vote in favor.