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