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Downloadable Audio Books: Demand Up And Prices Down

Yes, audio books demand is growing verypurchasing a new novel in form of a down
rapidly and the industry has a hard timeloadable audio book, be it for their iPod,
delivering what consumers demand. And theZune  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 physicalfor Brilliance Audio, one of the oldest
product audio book, that is delivered onpublishers  of  audio  books.
cassettes and CD's and the digital audio book
that can 'only' be downloaded from theRoche says there is no data on sales for the
Internet. But let's first look why the demandindustry 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 toAssociation boast of annual sales increases
lead leaves little time to sit down and readin  the  double  digits,"  Roche  adds.
a book. Commuting, heavy work schedules, the
kids, different daily chores use up a lot ofAudio book sales are increasing so fast that
time. There is simply not enough time left tothe 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 daythan printing. More often than not, an actor
when we are not really busy mentally, whereor a professional narrator has to be hired to
the brain is in 'idle' or has at least a lotnarrate the book, and there's the cost of the
of spare capacity. Whilst you are occupiedrecording studio, a production crew, post
with work that demands that you use your eyesproduction and packaging ( that applies to
(and hands), the mind would be glad to getconventional audio books on CD - Down
decent and stimulating input. Just thinkloadable audio books don't have that cost
traffic jam, weeding or cutting the grass, orattached.). A large saving can be made by
any other manual chore and housework that usemaking 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 thereflected 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 anThe peak sales season for audio publishers
ideal way to 'read' books that you wanted toare in the spring as Americans prepare for
read for a long time, but that lack of timethose long driving vacations or basking on
did not permit. Story telling has a very longthe beach, and before the Christmas season,
tradition and with the new technology, it iswhen 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 booktheir  MP3  players.
is an opportunity to hear an author
firsthand," says Mary Beth Roche, presidentAudio books are especially good for children
of the Audio Publishers Association (APA) andwho hate to read because of problems in
president of Audio Renaissance, a Newschool. That way they are familiarized with
York-based audio book company. "It's likethe adventure of using their own imagination
having the very best lecture series, not justto paint their mental pictures of what they
in your own town, but in your own car orhear, rather than just staring on the TV
home." - and at your command, they'll readscreen. 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 whoaudio books for years in the classroom, but
either can not or do not want to readparents aren't making the logical connection
themselves. This has dramatically changedat home," says Amanda D'Acierno, director of
over the last few years. A survey of theaudio publishing at Random House. "It's been
Audio Publisher's Association has found thatproven that listening and reading go hand and
the average listener to audio books is abouthand. If children can hear the spoken word
45 years of age and has an average yearlyand follow along with the book that helps
income of more than $50'000, at least athem. Listening is much more in tune with the
college education and often more advancedway humans learn than sitting down and
degrees. And these people are very Internetreading  a  book."
savvy.
People who for some reason or other don't
In short: These affluent middle agedhave the reading skills they should have, but
internauts are the ideal customers for onare intellectually fit can listen to audio
line audio book shops. Downloading an audiobooks to continue their education and listen
book is like picking up their email for theseto self help audiobooks, language course
customers and they appreciate the ease ofaudios etc.



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