Guest Column: The Evolving Role of an Audio Publisher
Finding out how to adapt will only come from experimentation. The truth is, in our industry, audiobook downloads show no sign of slowing down, so being innovative is crucial. Downloads have been on a growth trend for the past five years, growing in dollar volume by 300 percent (now 36 percent of the market as measured in 2010, up from 9 percent in 2005) and growing 150 percent in terms of units (52 percent of the market in 2010, up from 21 percent in 2005), according to 2010 sales survey figures from the APA. Focusing on new channels, looking at combining audiobooks and e‑books, creating download-only titles and reducing production costs, all while maintaining our high commitment to quality are realities that audio publishers face right now. All options need to be explored to essentially maintain a focus on the customer's overall experience—from their purchase at the cash register until they listen to their last chapter.
- Companies:
- Overdrive Inc.
- People Magazine