From Niche Narrative to Audio Blockbusters

Introduction For the past ten years, a transformative trend has emerged in the consumption of journalistic content, diverging significantly from its traditional engagement pathways. This evolution is characterised by the allure of serial journalistic podcasts such as Serial, which have seamlessly integrated narrative techniques typically reserved for fiction into journalistic storytelling (Kulkarni et al.). These podcasts have leveraged episodic structures, suspenseful build-ups, and dramatic climaxes to foster a level of engagement akin to fiction's grip on audiences. This shift towards addictive media consumption is eloquently linked to the binge-watching culture of on-demand television described by Dowling and Miller, situating such podcasts within a lineage of high-calibre television narratives (168). The concept of "binge-listening" (Krause and Uhrig 446) has emerged from this trend, signifying a consumption pattern where audiences, particularly those drawn to multi-part serial podcasts in genres like true crime, engage in extended listening sessions or eagerly anticipate new episodes. This pattern, reflective of an excessive indulgence in content, underscores the creators' success in crafting compelling narratives that captivate and retain audience interest. Illustrative of this phenomenon are listener testimonials for Die Mafiaprinzessin, a narrative podcast series by Süddeutsche Zeitung Magazine (part of Germany’s major quality newspaper), where users expressed their inability to disengage, consuming the entire series rapidly. One user stated, "I couldn't stop listening", and another, "I binged all episodes in two days" (quoted in Krause and Uhrig 447). But what makes serial storytelling podcasts in Germany so appealing, and which lessons can be drawn from this? This article provides answers through a historical lens and a focus on the creative process, distribution, and the transparency of journalistic research. Incorporating these sources and viewpoints, the discussion provides an overview of the cultural shift in media consumption towards serialised journalistic podcasts, highlighting their role in redefining audience engagement with media content. From Written to Spoken Storytelling Traditions The narrative-driven approach to audio journalism discussed in this article is typically unfolding over five to ten serialised podcast episodes of 30 to 45 minutes each, and diverges from shorter news snippets or dialogue-based formats, tackling complex topics through well-researched and dramatised storytelling. Kelleter defines serial storytelling as the delivery of continuation stories featuring consistent characters, produced and narrated in a mass-appealing, schematic manner (18). This definition, originally pertaining to fiction, aptly describes the serialised journalistic content's approach, emphasising that while the storytelling techniques may mirror fiction, the content remains firmly anchored in journalistic rigour and quality. It is neither based on a true story nor loosely associated with fiction. The podcast series that are the focus of this article are journalism in audio form, dedicated to journalism’s core values. This article aims to shed light on the development, cultural significance, and economic implications of such podcasts in Germany, specifically those produced by publishing houses as part of their digital strategy to gain digital subscriptions and hence turn readers into paying customers. The economic potential of such journalistic storytelling podcasts can be quite significant, as Newman describes in the 2023 Digital News Report: “podcasting may not yet be a mass market medium, but its audience profile is extremely interesting to publishers and to advertisers” (48). Newman continues to describe that podcast audiences generally have higher incomes, are more educated, and, notably, skew towards a younger demographic, making them an attractive demographic for publishers. While it is true that podcasts have achieved mass-market appeal on a global scale, the particular narratives that resonate with individual listeners can be highly specialised and varied, mirroring their diverse interests. This phenomenon is analogous to the realm of print magazines, which as a medium cater to a broad readership. However, individual publications often cater to distinct niches, attracting readers who share a specific set of interests. However, individual publications often target distinct niches, appealing to readers who share a specific set of interests. Podcasts in general appeal to a wide range of ages as a versatile medium, suitable for listening during various activities such as travel to and from work, dog walking, gym sessions, or while engaging in routine household chores like tidying up. Their capacity to build meaningful relationships with the audience is just beginning to be analysed. It has been found that “podcasts can provide informational and social gratifications to listeners” (Tobin and Guadagno 2). First Steps towards Serial Storytelling Podcasts in Germany The surge in serialised storytelling podcasts started shortly after the first season of the NPR podcast Serial in the English-speaking world, and was dubbed the medium’s “Golden Age” (Berry 170). These intricately produced journalistic podcasts became a new avenue for traditional media companies to market their in-depth research beyond print and online articles. And in many ways, this makes a lot of sense: with in-depth investigative research being one of the core values (and yet one of the most time-consuming, sometimes frustrating, and often very expensive assets) of any editorial medium, it makes economic sense to use as many channels as possible to publish the results of this research. In terms of content diversity, podcasts occupy a niche that is similar to what investigative journalism books or documentaries once did as a premium journalistic product where complex stories or investigations can be told in full, without the length constraints of typical journalistic formats (Krause and Uhrig 449). Podcasts have been distributed since 2005, but it took almost a decade for them to break away from the time limitations of linear radio slots. In Germany, serialised podcast storytelling arrived a year after Serial, with the Rundfunk Berlin-Brandenburg series Wer hat Burak erschossen? (Who Shot Burak?) from 2015, which many consider to be one of the first German podcast series in this new narrative tradition (Preger 7). Since then, the range of podcast series has diversified rapidly in Germany, just like in the US, in terms of both topics and providers. Following the already successful American themes of crime and terrorism, there were soon investigative research stories about topics ranging from the rise and fall of the former German economic powerhouse (and later notoriously fraudulent) Wirecard by Süddeutsche Zeitung or the popular media scandal about the publication of the fake diaries of Adolf Hitler by Stern Magazine in the 1980s, which the publishing house turned into a successful podcast series in 2020. And from 2021 onwards, there was an increase in biographically centred podcasts that combine elements of portraiture with investigative or contemporary historical elements such as the 2022 series Who the F*** Is Alice by Süddeutsche Zeitung Magazine, elaborating on the controversial work of Germany’s most popular first-generation feminist Alice Schwarzer. Yet, one of the most successful German storytelling podcasts is the episodic tale about the tragic descent of former radio host Ken Jebsen, from beloved (yet edgy) media personality to controversial conspiracy theorist, which was turned into a stunning tale in the series Cui Bono: WTF Happened to Ken Jebsen in 2021 (Eins 37), hitting a nerve in German society in times of Covid and the subsequent rise of populist conspiracy movements. Other notable German storytelling podcasts about prominent figures in Germany include the 2023 Series SchwarzRotGold: Mesut Özil zu Gast bei Freunden, about football player Mesut Özil and his complicated and highly political life story as an immigrant in Germany (published on RTL+), or Wild Wild Web: The Kim Dotcom Story from 2021 about Kim Dotcom, the controversial entrepreneur and founder of the now defunct file-sharing operator Megaupload, by Bayerischer Rundfunk. Specifics of Successful German Storytelling Podcasts While audio journalism has traditionally been a domain of public and private broadcasting companies in Germany, there has been a shift towards podcast productions from a more diverse set of media outlets. Approximately 66% of daily and weekly papers in Germany are currently producing podcasts, with 29% offering at least three different podcast series (Eins 104). This is a trend that is not limited to the big national subscription newspapers but can also be observed in smaller regional and local publications. According to a study by Wild & Wild, at least one third of the 308 regional and local subscription newspapers examined have incorporated podcasts into their offerings. The content of these podcasts primarily focusses on society and social issues (25%) and sports and leisure activities (20%) (175). What makes these podcasts specifically German (in contrast to series from other countries) is hard to answer and would require further research. What can be said, however, is that Germany has a vibrant scene for audio journalism and German audiences are rather familiar with the form of long-form audio reporting through the country's relatively strong public broadcasting system, which has been publishing quite elaborate forms of audio journalism since the 1950s. Even though many statistics and audience engagement metrics remain confidential, it has been written that audience engagement has been very good (Wild and Wild). It is evident that serial podcasts rank among the most successful digital offerings of large national media companies such as Süddeutsche Zeitung, fetching significant digital subscriptions with series like Wer ist Joni? (Who is Joni?), which was selected as one of the best podcasts in 2023 by the German newspaper Die Tageszeitung and was described as follows: Who is Joni? is a podcast about trust on the internet. We've all heard about marriage swindlers or people who extort money online. But Joni's case is different. It's particularly compelling because Christiane Lutz narrates it so personally. She contrasts her research with her own thoughts and feelings. She feels naïve, paranoid, angry, relieved, and all of this is completely relatable to the listener. (Fromm) As described here, the role of the host as the storyteller is paramount. The host serves as a convivial guide, offering subjective but meticulously researched narratives, sometimes paired with a serious sidekick for contrast. A recent study in Journalism Practice suggests that even news journalism benefits from narrative elements (Nee and Santana). Another study highlights two factors that enthral listeners: intimacy and emotion (Lindgren), which are prevalent across all podcast genres, including the often-criticised "chat podcasts" where two hosts discuss daily matters. At least in Germany, they are predominantly male, yet the masculine dominance has been challenged and reflected upon in recent discourse (Attig). These podcasts, which often rank highly on the German podcast charts on platforms such as Spotify, are quite different from the serial storytelling podcasts that many publishing houses see as a new way to engage with journalistic content. Common Ingredients of Successful German Storytelling Podcasts According to Schlütz, several characteristics distinguish narrative journalism as specific to podcasts, among them subjectivity, personalisation, contextualisation, and transparency (10). Building upon these findings, this article looks at various attributes of successful German podcasts from the serial storytelling variety. The selection of these podcasts was driven by their demonstrated popularity, as evidenced by reviews in newspapers, radio shows, or newsletters, as well as their recognition in the form of nominations or receipt of prestigious awards such as the German Reporter Prize and the German Podcast Prize. Such honours imply that these podcasts distinguish themselves by features like captivating storytelling, perceptive journalism, inventive production methods, or other exceptional qualities that have earned the respect and admiration of both their industry peers and listeners. Nevertheless, it should be acknowledged that this curated group does not represent an exhaustive overview of Germany's storytelling podcast landscape. The evaluation of the chosen podcasts was based on an analysis of their auditory content and the media's reception of them, including interviews with and reviews of both the podcasts and their creators. From this investigation, three principal insights emerged: Strong host figures who, in many cases, not only guide through the story, but become part of the story themselves. In the Norddeutscher Runkfunk production Eschede – 25 Jahre danach from 2023 (Eschede – 25 years after) the reporter Miriam Arndts researches the tragic accident that occurred in Eschede, Lower Saxony, in 1998, where a high-speed train derailed and collided with a bridge, resulting in the loss of 101 lives. Among the bereaved was Arndts, who lost her mother in the disaster. Making this podcast highly personal, Arndts engages with survivors and relatives of the victims, intertwining their accounts with her personal story, in line with Lindgren’s findings that “the involvement of the journalist (or host) in the story transcends self-reflexive metacommentary on journalistic practice to focus on the journalist as a private person” (10). Suspense and drama are leading elements of many of the successful podcasts: in Frauke Liebs – die Suche nach dem Mörder (Frauke Liebs – the search for the murderer) from the Magazine Stern, host and journalist Dominik Stawski embarks on a mission to solve a crime that he has been following for a good part of his career – addressing the murderer directly over the course of the episodes. This series could only be realised because of the reporter’s deep involvement in the story and his contacts with many of the people involved in the case, including the family of the victim. This is a good example of how such a series can be created from investigations that have already been published, but can now use the advantages of the longer form of serial storytelling in audio. The understanding of topical events and news is deepened by serial podcasts. As has been mentioned by Planer and Godulla, news stories can also be the drivers of in-depth audio storytelling (105). In Germany this can be exemplified by the popular series Die Flut – Warum musste Johanna sterben? (The flood – why did Johanna have to die?) from 2022, whose team of reporters from Westdeutscher Rundfunk investigates the circumstances of the tragic events of the deadly flood of the river Ahr in Germany that lead to many deaths in the summer of 2021. While this event is clearly of journalistic relevance, such tragedies are typically covered only for a short period by traditional news media. This podcast, in contrast, puts a lot of time and effort into trying to understand the consequences of such a natural disaster for those directly affected by it. The producers of the podcast describe their experience like this: During production, tears were shed more than once. And then, it is precisely this directness of emotion that makes the cruelty of the events tangible. It glosses over nothing, hides nothing. It makes the questions of responsibility directed at politicians even more pressing. (Beisenherz) These aspects show that – among others – these elements are recurring themes of storytelling podcasts in Germany. Of course, there are other factors that determine success of podcasts – the production (Preger 233), the distribution (Krause & Uhrig 457), and the marketing (Eins 169) being the most obvious ones. Current Trends and Economic Potential As Eins has pointed out, many leading publishers in Germany, including Der Spiegel, Süddeutsche Zeitung, and Handelsblatt, have in recent years created digital team positions to manage podcast productions (104). Audio studios have been established within publishing houses. Some editorial teams turn to external service providers, such as Die Zeit working with Pool Artists in Berlin for their podcasts or Süddeutsche Zeitung seeking external expertise for dramaturgy or sound design. The decision to manage podcasts in-house or to hire external providers depends on the available budget, expertise, and the complexity of the project (Eins 105). As Eins has pointed out, simple two-microphone interviews can be self-recorded by amateurs familiar with recording equipment and basic audio editing. However, sophisticated audio features with intricate sound design require teamwork, which is often sought from outside companies. German Media houses increasingly collaborate with external production companies. As podcast market competition grows, distinctive dramaturgy and sound may become crucial, especially for major media brands – this makes collaborations more interesting. For example, Süddeutsche Zeitung has produced elaborate investigative audio features, often in partnership with streaming services. The series Im Schattenkloster (2023/24) about a destructive religious cult in rural Bavaria has been produced in collaboration with Audible, an Amazon company. These podcast series sometimes continue the narrative of previously published investigations and articles in audio form, such as Der Spiegel's Made in Germany – das Flughafenfiasko BER or Going to Ibiza by Süddeutsche Zeitung, or they may be released as exclusive digital content like Narcoland by Aachener Zeitung. The appeal of producing serialised podcasts in an era where digital performance and the attraction of many paying customers to buy digital subscriptions is very important could be attributed to their relatively long production cycle (Krause and Uhrig 456). Unlike topical formats tied to release dates, complex storytelling podcasts retain significance over time in what is known as the Long Tail, described by Anderson, which encapsulated the concept of (digital) products that do not rely on high sales volume from a few mainstream products but achieve sales through a variety of niche products. And the numbers point in this direction: the 2020 podcast series Der Mörder und meine Cousine (The Murderer and My Cousin) produced by Bayerischer Rundfunk registered over 1.2 million plays between June 2020 and January 2022. Of these, 534,000 plays were recorded in the first two months following its release. Over the next 18 months, it garnered an additional 677,973 listens. Even in January 2022, more than 18 months post-release, the monthly play count exceeded 10,000, according to data from the provider's portal Spotify for Podcasters and the internal analysis tool MeFo Charts used by Bayerischer Rundfunk (Krause and Uhrig 457) Conclusion In the landscape of modern journalism in Germany, the advent of serial storytelling through podcasts has carved out a novel niche for high-quality narrative forms. Their appeal lies significantly in their adaptability, which has seen their popularity skyrocket and has made them an important asset in the sales strategy of digital subscriptions for publishing houses (Eins 106). By leveraging the power of audio, these formats not only captivate new demographics but also play a crucial role in shaping journalistic identities, presenting narratives in ways that resonate with the changing consumption patterns of listeners. These narratives, designed for on-the-go consumption, echo the episodic consumption trends set by intricate television and streaming shows, seamlessly fitting into the listener's lifestyle. Journalistically, these podcast series offer a compelling twist on storytelling (Krause and Uhrig 459), often expanding beyond traditional broadcast journalism principles to explore deeper, more intricate narratives, marking an exciting evolution in the way stories are told and consumed. This article has pointed out three aspects that storytelling podcasts in Germany have in common: strong host figures, suspense and drama, and a relation to current news and events, building bridges between classic news reporting and storytelling techniques exemplified by this article. 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