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Copyright of Mediterranean Journal of Communication / Revista Mediterránea de Comunicación is the property of Revista Mediterranea de Comunicacion / Mediterranean Journal of Communication and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The fact that traditional radio is synchronous and unidirectional, with little or no room for interaction and content selection, is one of the main reasons why young people have turned their backs on it. In retrospect, conventional radio never cared for the younger generation, never designing strategies to bring them in. As a result, radio lost its relevance and it does not feature as part of young people's digital diet. Over the last year, the number of podcast consumers has steadily increased, which is causing this format to become more and more cemented in society. It could be a way to gain younger listeners, an opportunity not to be missed by the radio industry. In the past, young people continued to listen to the radio as they got older, but that is no longer the case nor is radio seen as the go-to resource for new musical content. The challenge for radio is clear: regaining its influence through proposals with added value to differentiate itself from global platforms. In order to carry out this research, a total of 410 young university students were surveyed. The results show what the current picture is in such a changing atmosphere. It has been observed that this audience bases their audio consumption on personal preferences, they mainly access it via social media and they would find it useful and interesting to create their own podcast. This paper includes a podcast where academic experts and audio professionals, interviewed for the doctoral thesis "xxx (anonymity for review)", reflect on the strategies that radio should adopt in order to gain young listeners. [ABSTRACT FROM AUTHOR]

Copyright of Comunicação e Sociedade is the property of Universidade do Minho, Centro de Estudos de Comunicacao e Sociedade and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The growing popularity of podcasting is an opportunity for the news industry to identify new ways of delivering journalism and to find solutions to the challenges of digital transformation. Podcasts are tools that help the media adapt to the digital sphere by giving prominence to audio to extend their journalistic influence in the sonosphere. Given its disruptive nature, and since it breaks with the traditional content choices available, the analysis of this article focuses on what is offered in the form of podcasts by digital native media brands in Spain. It looks at the extent to which they are committed to this audio content and the type of journalism-based productions they promote and publish. To do this, a qualitative and quantitative content analysis methodology was used. This included an interpretation of data recorded in the Digital media map 2021 (Mapa de medios digitales 2021), updated as part of the Diginativemedia project (2019-2021). An indepth study of a corpus -or sample-of 29 titles or series of podcasts published by 7 native news brands is also provided. These brands were selected because they publish podcasts and because, according to the Digital news report Spain 2021, they have the largest weekly reach among Spanish internet users. The results of the research show that only 1 in 4 digital media brands that offer podcasts (925) are native (232), and that it is the specialist native media outlets that are most committed to podcasting (140). Native media brands view podcasts as part of their journalism-based products and services, whose presence is beginning to grow as an exploration of their informative and expressive potential. In addition, it is podcasts that tackle current affairs using conversational formats -both audio and video-through serialised, original productions for the media outlet's website and to provide a range of platforms. [ABSTRACT FROM AUTHOR]