Guest Column: The Evolving Role of an Audio Publisher
Greater Accessibility Brings Opportunities
Whether it means using creative sound design to bridge the graphic gap, as in "The Invention of Hugo Cabret" by Brian Selznick, or tapping into publicity surrounding game releases as with Rick Riordan's "The Red Pyramid," or building on social consciousness with Nelson Mandela's "Favorite African Folktales" narrated by a celebrity cast, audio publishers are thinking hard about what is next, how they can raise their profiles, and what will entice new listeners.
As an industry, it is thrilling that more and more people are finding enjoyment from audiobooks. Audiobooks are more accessible than ever before and it's exciting to witness all kinds of new developments taking place before our very eyes.
Whether an audio fan purchases a CD or a digital download, or borrows a copy from a library or a friend, the audiobook industry will always be a customer-centric business. It continues to be a growth market with new audiophiles gained every day. Great opportunities lie in the cultural shifts caused by the world's increased interconnectivity. Audio publishers will no doubt continue to be creative and nimble as they keep competitive. BB
Michele Cobb is the vice president of sales and marketing for AudioGO and the president of the Audio Publishers Association (APA). APA works to bring all audio publishers together to create increased public awareness for the audiobook industry through joint publicity efforts, national consumer surveys and an annual awards competition, The Audie Awards. For more details, visit www.audiopub.org.