| Yes, audio books demand is growing very | | | | purchasing a new novel in form of a down |
| rapidly and the industry has a hard time | | | | loadable audio book, be it for their iPod, |
| delivering what consumers demand. And the | | | | Zune or other MP3 player. |
| increased demand means for consumers that | | | | |
| prices are coming down as quantities | | | | "Middle-class, well educated, and smart, |
| increase. | | | | that's a great demographic to have," says |
| | | | Eileen Hutton, vice president of editorial |
| One has to distinguish between the physical | | | | for Brilliance Audio, one of the oldest |
| product audio book, that is delivered on | | | | publishers of audio books. |
| cassettes and CD's and the digital audio book | | | | |
| that can 'only' be downloaded from the | | | | Roche says there is no data on sales for the |
| Internet. But let's first look why the demand | | | | industry as a whole. "We are just beginning |
| has increased that much: | | | | to send out surveys to compile sales |
| | | | information, but individually, members of the |
| The hectic lifestyle most of us are forced to | | | | Association boast of annual sales increases |
| lead leaves little time to sit down and read | | | | in the double digits," Roche adds. |
| a book. Commuting, heavy work schedules, the | | | | |
| kids, different daily chores use up a lot of | | | | Audio book sales are increasing so fast that |
| time. There is simply not enough time left to | | | | the audio book industry is not able to keep |
| pick up a book and sit down to enjoy it.... | | | | up with the demand. Creating an audio version |
| | | | of a book is more costly and time intensive |
| On the other hand we all have time in the day | | | | than printing. More often than not, an actor |
| when we are not really busy mentally, where | | | | or a professional narrator has to be hired to |
| the brain is in 'idle' or has at least a lot | | | | narrate the book, and there's the cost of the |
| of spare capacity. Whilst you are occupied | | | | recording studio, a production crew, post |
| with work that demands that you use your eyes | | | | production and packaging ( that applies to |
| (and hands), the mind would be glad to get | | | | conventional audio books on CD - Down |
| decent and stimulating input. Just think | | | | loadable audio books don't have that cost |
| traffic jam, weeding or cutting the grass, or | | | | attached.). A large saving can be made by |
| any other manual chore and housework that use | | | | making the audio books available as |
| up hours every day, or jogging, working out - | | | | down-loadable audio file. This is also |
| any type of sport that mostly occupies the | | | | reflected in the cheaper prices for audio |
| muscles. | | | | books that are down loadable directly from an |
| | | | on-line audio book store. |
| An audio book, read by a professional | | | | |
| narrator who is telling you the story, is an | | | | The peak sales season for audio publishers |
| ideal way to 'read' books that you wanted to | | | | are in the spring as Americans prepare for |
| read for a long time, but that lack of time | | | | those long driving vacations or basking on |
| did not permit. Story telling has a very long | | | | the beach, and before the Christmas season, |
| tradition and with the new technology, it is | | | | when people are shopping for holiday gifts. |
| gaining popularity again. | | | | Sales start to be a lot more even though, as |
| | | | people routinely pick up audio books to feed |
| "For many people, listening to an audio book | | | | their MP3 players. |
| is an opportunity to hear an author | | | | |
| firsthand," says Mary Beth Roche, president | | | | Audio books are especially good for children |
| of the Audio Publishers Association (APA) and | | | | who hate to read because of problems in |
| president of Audio Renaissance, a New | | | | school. That way they are familiarized with |
| York-based audio book company. "It's like | | | | the adventure of using their own imagination |
| having the very best lecture series, not just | | | | to paint their mental pictures of what they |
| in your own town, but in your own car or | | | | hear, rather than just staring on the TV |
| home." - and at your command, they'll read | | | | screen. Also, if they have the book and the |
| when YOU are ready to listen. | | | | audio, reading along can help to overcome |
| | | | reading problems: |
| Audio books used to be thought of as limited | | | | |
| special products for only the blind and sight | | | | "Librarians and teachers have been using |
| impaired or for kids and lazy people who | | | | audio books for years in the classroom, but |
| either can not or do not want to read | | | | parents aren't making the logical connection |
| themselves. This has dramatically changed | | | | at home," says Amanda D'Acierno, director of |
| over the last few years. A survey of the | | | | audio publishing at Random House. "It's been |
| Audio Publisher's Association has found that | | | | proven that listening and reading go hand and |
| the average listener to audio books is about | | | | hand. If children can hear the spoken word |
| 45 years of age and has an average yearly | | | | and follow along with the book that helps |
| income of more than $50'000, at least a | | | | them. Listening is much more in tune with the |
| college education and often more advanced | | | | way humans learn than sitting down and |
| degrees. And these people are very Internet | | | | reading a book." |
| savvy. | | | | |
| | | | People who for some reason or other don't |
| In short: These affluent middle aged | | | | have the reading skills they should have, but |
| internauts are the ideal customers for on | | | | are intellectually fit can listen to audio |
| line audio book shops. Downloading an audio | | | | books to continue their education and listen |
| book is like picking up their email for these | | | | to self help audiobooks, language course |
| customers and they appreciate the ease of | | | | audios etc. |