'The Daily' Is Podcast Hit For The NYTimes

Within nine months of its launch, it looks like The New York Times has more than a success on its hands.

According to Ken Doctor at The Street,"The Daily" is becoming a phenomenon, an out-of-the-blue hit that is forcing print-based business leaders to think anew about the revolutionary power of digital audio.

"The Daily"'s numbers impress. The five-day-a-week, 20-plus-minute podcast just passed a big milestone: 100 million downloads with daily downloads growing 34% since June. "The Daily" keeps its place in the multiple Top 10 podcast charts. This week, it ranks No. 4 on iTunes, behind the splashy debut of the Los Angeles Times' true life crime tale of "Dirty John," which tops the charts, with 5 million "listens" counted this week.

In August, 3.8 million unique visitors listened to "The Daily," the Times said. Able to obtain ad rates equaling video ad sales, the Times now plans to build a "franchise" around The Daily's success.

"It just really feels like a franchise," said Sam Dolnick, assistant masthead editor at the Times, who oversees the paper's now-expanding audio team as part of his wide-ranging digital/mobile advocacy.

Dolnick painted the larger picture of the Times becoming an audio player: "What is it like to take a Daily lens to the world of culture or to big interviews outside of politics?

Host Michael Barbaro

"I think you could picture all kinds of shows.

"Some of the shows that get the biggest response are more narrative than newsy. Can you blow that out and do a narrative series? A 'Serial' with an eight-, 12-week episode narrative. What does it look like for 'The Daily' to expand into that? ... That are almost miniature 'This American Life.' We've built a flexible enough frame that I think lots and lots of different things can fit inside of it."

Already, Andy Mills, who came to the Times from audio pioneer RadioLab, is at work on a "big narrative project."

That ambition is still in the planning stage, but already "The Daily" franchise has broadened. In late summer, the Times spun off "The New Washington," a Saturday interview with the Schumers, Rubios and Flakes. Early next year, "The Daily" will add a sixth day weekend day to its weekly output.

Further, expect "The Daily"'s numbers to take another leap. Within the next several weeks, Times readers will be able to access "The Daily" directly from their apps and browsers without using a separate podcast app. The newsy Daily often receives prominent placement on the well-used app. Now, reduced friction -- the enemy of much news consumption -- should further boost listening time.