In journalism, engagement is everything. As audiences shift towards multitasking and on-the-go content consumption, leading publishers are exploring new ways to reach their readers. Clarin, Argentina’s largest news media organization, embraced this shift by integrating AI-powered Text-to-Speech—delivering an enhanced, hands-free experience that’s redefining how their audience interacts with the news.
Turning Opinion into Immersive Audio
Clarin first implemented Powerbeans’ AudioPlayer in its widely read Opinion section, where top journalists publish in-depth analyses and perspectives on major current events. What made this launch stand out? Voice cloning.
To ensure authenticity and a seamless transition from text to audio, Powerbeans replicated the actual voices of Clarin’s journalists. Readers could now listen to opinion pieces narrated in the journalist’s own voice—creating a deeply personal and engaging experience.
The results? A 5% click-through rate (CTR) on this format, well above industry standards. Readers weren’t just passively consuming content; they were actively engaging with it.
Bringing Audio Playlists to the Front Page
Beyond individual articles, Clarin expanded its audio strategy with a curated news playlist, now available directly from its homepage and mobile app.
This feature delivers five handpicked daily news stories, automatically converted into concise, engaging audio formats. Whether commuting, walking, or working, Clarin’s readers can now stay informed without breaking their flow, tapping into the power of passive consumption.
Why This Matters for Digital Publishers
Audio is changing the way readers interact with news. It keeps users on-site longer, extends content accessibility, and opens up new monetization opportunities. With more audiences turning to hands-free content, integrating audio ensures publishers stay ahead in engagement and revenue growth.
Clarin’s case proves that AI-powered audio isn’t just an add-on—it’s a game-changer. As publishers look for ways to maximize content distribution and monetization, audio stands out as a must-have solution.
5 Best Practices for Implementing Audio in Digital News
1. Start with high-impact sections
Focus on sections with loyal readership and strong editorial voices—like Opinion or Features—to drive early engagement and test performance.
2. Use familiar voices to build connection
Whether it’s a cloned journalist voice or a carefully chosen synthetic voice, consistency helps create recognition and trust—just like any other editorial signature.
3. Bundle audio into daily news digests
Instead of converting everything into audio, create short daily playlists with a handful of top stories. This editorial approach adds value, helps users develop a listening habit, and mirrors the way they already consume news on the go.
4. Make it visible and accessible
Embed the AudioPlayer in strategic places—top of articles, homepage modules, or inside mobile apps—to encourage discovery and passive listening.
5. Track performance and optimize
Monitor CTR, listen-through rates, and user behavior. Test placements, formats, and voice types to improve over time and grow audio as a channel.
