Established in 2006, Talking Issues claims to have pioneered a unique production process that allows the company to create word for word audio versions of magazines and newspapers to broadcast-quality within tight deadlines. Each audio issue is voiced by professional broadcasters and actors and is available in MP3 format for listeners to download via www.talkingissues.com.
“Subscribers cite ‘no time to read’ as the single biggest reason for cancelling their magazine or newspaper subscription”, says Jennifer Howard, Managing Director of Talking Issues. “An audio edition offers the reader another way to consume their favourite publication during all the times reading is not possible: in the car, in the gym, on the move”.
The value of this additional publishing platform chimed with customer research carried out by Mothering that revealed that mothers are finding less and less time to read, and were forced to cancel their magazine subscription at a time when the information is of greatest value to them.
The survey explored many areas of modern parenting, but found that an alternative, more convenient format would encourage them to re-subscribe to Mothering to enjoy the content that they no longer had time to read.
In response to these findings, Mothering took the decision to produce a full and unabridged digital download of the bi-monthly publication – enabling their readers to listen to the magazine at convenient times throughout their day.
Lucy Knowles, mother of three says: “Mothering has always been a valuable source of information and support to me, but after the birth of my third child – finding a quiet moment to sit down and read became impossible! My subscription was going to waste, so reluctantly, I cancelled”. She continues, “with the introduction of the audio edition, I’m now able to listen to all my favourite articles whilst I’m doing other things or on the move”.
Mothers can now depend upon a regular source of encouragement and help, without any interruption to their lives: there’s practical advice on how to carry your baby hands-free, interspersed with more philosophical guidance on supporting your children and teenagers through education. Vaccinations, illness, pregnancy and diet are all covered, with an eye to environmental and sustainable living in a modern world.
The audio edition of Mothering has been created in mp3 format, and has been produced so that the articles are browse-able, in the same order as the already familiar print edition. Caroline Miller, Marketing Director of Talking Issues says, “we are delighted to add this new genre of publishing to our stable and we have really enjoyed working with Mothering to create their brand sound in audio. It was of great importance to us to not only create a product that would differentiate itself from the vast number of podcasts available online but to also capture the unique style and maintain the editorial integrity of Mothering, in a convenient and portable format”.
About Talking Issues
Talking Issues says: “Talking Issues create, produce and publish digital audio downloads of newspaper and magazine content. Since its formation in 2006, Talking Issues has pioneered the conversion of time sensitive print into audio; with established 24/7 newsroom facilities, recording studios, and production processes. In 2007 The Economist audio edition was launched, comprising a word for word digital download of the entire magazine - produced and posted weekly - before the print edition hits the news-stands. Talking Issues has seen more than 3 million global downloads of this innovative audio product. In 2010, Mothering Magazine was launched, and a number of other publications are due to join the list throughout 2010/2011.”
