![]() As audiobooks shifted from physical products to digital downloads, publishers assumed the audiobook would sell 10% of the net units sold by the print book. Most often, audiobooks are not the top-selling format for a given title but rather the hardcover edition. Looking ahead, digital audiobooks will continue to increase in popularity, especially as smartphone and smarthome technology becomes more advanced. In response to commuters’, educators’ and consumers’ need for screen time reduction, audio publishers are utilizing COVID-19’s push for a virtual world by marketing and reaching their audiences online. Strategizing innovative marketing techniques for audiobooks has been one of marketers’ greatest struggles, which creates a bigger challenge as consumers adjust to a remote lifestyle. By switching forms from a physical compact disc (CD) to digital downloads, the audiobook market is now thriving on the digital platform. 13 In the current unprecedented times of COVID-19 and in past political and social movements, the publishing industry has adapted to cultural change through content, format and strategy, just as it had in the past with major technological advancements. 12 Audiobooks and podcasts allow listeners more freedom as a hands-free activity and have recently been used for pleasure and relaxation. 11Īt a glance, audiobooks and podcasts began to appeal more to commuters in the past decade, emphasizing that audiobooks are accessible and versatile and can increase productivity. Compared to 2020, only 29% of listeners stated they listened to more audiobooks in the year and 52% said they listened to the same amount. 10 It’s evident that regardless of COVID-19, audiobook listeners remained loyal to the auditory platform in fact, the community seemed to have grown during the pandemic as 32% of listeners claimed they listened to more audiobooks in the past year and 50% reported they listened to the same amount. 9 Before COVID-19, a study from the Audio Publishers Association (APA) showed 50% or more listeners ages twelve and up listened to an audiobook in 2019 this was the highest percentage the APA had ever seen. The audiobook sales, among plenty of other retail businesses, dropped during the early months in the pandemic since many consumers were not commuting every day and therefore not listening. In recent times, COVID-19 has greatly affected sales in the publishing industry beginning with the US shutdown in March 2020. 8 Digital audiobooks can be downloaded to your smartphone in minutes and are convenient on-the-go, especially during one’s daily commute. 7 Consequently, the audiobook format has increased in popularity but is still not seen as the same value as print books due to the popularity and revenue success.Īudiobooks, podcasts and other forms of listening-based entertainment have been found to be more popular, especially during the coronavirus pandemic, as smartphone technology becomes more innovative. 6 Although audiobook sales continue to rise, they do not yet bring in the same revenue of print books all forms of print books bring in over three-fourths of US trade sales every year. 4 In 2010, digital and physical audiobooks shared 1.96% of total trade revenue 5 whereas in 2020, digital audiobooks alone contributed 8.3% of total trade revenue in the book industry. 3 People, in general, are hesitant to change any habit, especially their reading style, which is why target marketing is vital to a book’s success the marketers find unique ways to attract consumers and convince them to listen to the audiobook rather than read the print version. In fact, it was believed for audiobooks to be successful, they have to not only create as much revenue as the print book but have to surpass the entertainment value of the print book in order to be valued. 2īecause some consumers fully believe these misguided ideas, audio publishers face extra obstacles when marketing their titles. Some feel they don’t retain as much information when they listen than when they read others feel that listening is more pleasurable, especially if it is a common practice. 1 Yet, there’s a misconception that the hardcover is not only superior but that audiobooks are cheating the print book. ![]() Since print books were much easier and less expensive to create at the time audiobooks were recorded for the phonograph in the late 1800s, the audiobook industry was not as successful as the print books due to availability and convenience. Audiobooks have taken several forms over the years, most notably from a physical product purchased at a store to a digital downloadable code on your smartphone, but have never been as favored as the hardcover format. ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |