The Times will use Amazon's Alexa as a ‘marketing tool’ during the World Cup

The Times has partnered with Amazon for the first time and will embrace Alexa just as the World Cup kicks off, with the title's sports editor telling The Drum that the medium may be more effective as a “marketing tool” than a means of distributing content.
The publisher will experiment with the voice interface to explore whether it can build its brand and grow subscriptions, but also to establish a beachhead on a platform where people may one day chose to listen to its podcasts.