The Drum

The Drum needed an Amazon Alexa skill to bring to life its content on voice and the Internet of Things.

The Drum white logo
ProductThe Drum Voice on Alexa
HQLondon, UK
Size1m monthly readers
Client since2018

Key achievements

    Amazon Alexa skill created for leading global marketing industry publisher

    Highlighting the importance of voice technology

    Bespoke content delivered to support issue launch and ongoing news bulletins


What you need to know

The Drum magazine is a publication aimed at marketing professionals, designed to provide the latest news and insight. The monthly magazine has 10,000 readers and is distributed across Europe, North America and Asia-Pacific and the accompanying website has more than one million unique visitors a month.

To support a special issue devoted to voice technology and IOT, The Drum tasked Apadmi with creating a brand new skill for the Amazon Alexa. By using pre-recorded answers to a set of questions, readers were able to initiate an ongoing conversation about voice technology with the voice of The Drum, Editor Gordon Young.

“We’ve managed to give our magazine a real voice for the first time, and we couldn’t have done it without the Apadmi team. Their knowledge of this technology helped steer our skill in the right direction and shape it into something that now allows our readers to engage with the Drum in a unique way – even personalising it using responses in my voice! Apadmi made the process simple, straightforward and fun – thanks to the whole team for their efforts.”

Gordon Young Editor-in-Chief, The Drum

How we moved the market

The Drum's plan comprised two parts. The first was to deliver top news stories to readers through the Amazon Alexa. To solve this, Apadmi created a flash briefing skill, which easily delivered the latest Drum updates through an RSS feed.

The second was to show readers how voice can be used creatively. So, a pre-recorded set of answers was needed and once readers asked the right questions, The Drum Voice told them more.

The content examined the importance voice could play in marketing and also raised brand awareness for The Drum through a personalised and fun experience. The Alexa skills are still available, so why not enable the skill and hear for yourself?

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