OPEN

Another UK newspaper has launched a podcast, this time with a clever twist, according to Brand Republic.

City a.m., which is a free morning paper available in London, and aimed at workers in the City, will launch an evening podcast available to workers at 5 p.m. each evening.

This seems like a really sound move to me. They extend their relationship with readers into another part of the day and another medium simultaneously. Brilliant.

I also think that there’s more of an audience for an evening podcast. Just practically, you’re more likely to download a topical podcast at your desk to listen to on the way home than to fire-up the lap-top during the rush for the door in the morning (a handicap for the Daily Telegraph podcast surely, despite its high production values).