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