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Book lovers are listening to literature as never before [The Sacramento Bee, Calif.]
[June 27, 2011]

Book lovers are listening to literature as never before [The Sacramento Bee, Calif.]


(Sacramento Bee (CA) Via Acquire Media NewsEdge) June 27--Heard any good books lately? If so, you likely fit the profile of the audiobook fan as sketched from national research compiled by the Audio Publishers Association. The New Jersey-based trade group is "the voice of the audiobook industry." If you're a regular listener, you're probably a passionate reader (15 titles in the past year) who uses audiobooks to squeeze more books into your busy day. You're better- educated and wealthier than non-listeners, and you're a bit younger (median age of 48 compared with 51).



Your preferences in genres parallel those of print-book readers: mystery/thriller/suspense, best- sellers, general fiction and nonfiction. Unabridged audiobooks, in which the source material has not been condensed, are more popular than abridged, even though they cost more.

So, who's listening in Sacramento? "People who travel a lot, and people with eyesight issues," said Bradley Simkins, owner of Book Lovers bookstore. "Some listen to audiobooks while they're working; others don't read at all -- they only listen. Audiobooks have definitely become more popular as people have become busier." Simkins' stock of audiobook titles is impressive -- up to 5,000 in every genre available.


At the Avid Reader at the Tower, manager Don Kochis said, "People tend to buy audiobooks when they're going on a long journey. Our collection reflects the current hardbound best-seller lists and ongoing hot backlist titles like 'The Help' by Kathryn Stockett and the Steig Larsson 'The Girl ...' trilogy." The audiobooks arena is vast and complex, with a lengthy list of publishers and other invested companies producing, whole- saling, retailing, distributing and marketing audiobooks to a diverse and eager audience.

This week concludes national Audiobook Month, a good time to remember that "spoken word" could be found in libraries and schools as far back as the 1930s (the visually impaired and children were the main markets).

But it wasn't until the 1980s that the publishing industry discovered the profit potential of recording and marketing books to the mainstream public and to libraries. Audiobooks first appeared on tape cassettes (now nearly extinct) and then moved to the present-day compact disc.

In recent years, the tech-savvy 18-to-24 crowd has discovering audiobooks via digital downloads -- a potential threat to the traditional audiobook industry, though CD audiobooks remain the backbone of the industry, partly because of massive sales to libraries.

An estimated 10,000 audiobook titles appeared last year (compared with 316,480 traditional print titles), and sales totaled about $900 million in 2009, the latest year for which figures are available. Yet a full 95 percent of published books never see the inside of a recording studio.

Why? "Do you really want an audiobook of the latest math text?" said Janet Benson, vice president of audiobook retailer Audio Editions in Auburn and outgoing president of the APA.

Downloads account for a bit over 30 percent of all audiobook sales, according to the APA.

The mobility and versatility (plus improved sound fidelity) of audiobooks are big pluses over print and electronic books. Commuters listen to audiobooks in their cars and on public transportation. Multi-taskers can hear a best-seller while gardening, walking the dog, exercising or making dinner.

"I have a friend who swears she wouldn't have a clean house if she didn't have audiobooks," said Benson.

Then there's the sense of comfort that comes from listening to a trusted narrator read a story to us. That's the unique part of the audiobook experience not found on any e-reader or on any paper page, though some publishers are adding multimedia "bonus content" to e-book downloads in the form of video and sound.

Word-of-mouth recommendations can cause a title to catch fire, but audiobooks aren't cheap. New CD audiobooks average $20 to $45, while some CD sets based on books from A-list authors (such as Stephen King's "Under the Dome") can reach $80, even though they may be from an author's backlist of previously published books.

Even older or slower-moving titles on CD go for $10 to $15, making digital downloads look attractive at $6 to $20.

Because the cost of producing an audiobook starts at $5,000 and can rapidly move into the tens of thousands, publishers want some assurance they'll make a profit in the long run.

That's why most fiction audiobooks are made from titles by top-tier authors. Also found in audiobook sections of bookstores are live performances (humorist David Sedaris comes to mind), and self-help and how-to titles, memoirs and biographies -- all popular.

One of the major players is Audible.com, a subsidiary of Amazon.com. It's the Netflix of downloadable digital audiobooks, a site where members can rent from more than 60,000 book titles in all genres.

"Our members perceive Audible as an addictive habit and a service rather than the unit-based experience that books are," said senior editor Matthew Thornton.

Audible.com recently launched a project called Audiobook Creation Exchange, that Thornton said "connects authors, literary agents and publishers to actors and studios, almost like a matchmaker, in order to help create more audiobooks. Now that audiobooks are so popular, we needed to augment the supply," he said.

In time for Audiobook Month, major player Macmillan Audio launched a program to convert reading groups into listening groups. Working with the bookclub resource www.readinggroupchoices.com, the company offered to send copies of "The American Heiress" audiobook by Daisy Goodwin to book clubs across the country, urging them to discuss it at their June meetings. More than 400 reading groups did just that.

By far the most pressing issue facing the industry is digital audiobooks, downloadable to devices from smartphones and tablets like the iPad, to the iPod, MP3 players and home computers.

"Digital audiobooks have opened a new world to customers who haven't approached (listening) through CDs," Benson said.

"While we welcome the growth, the challenge for audiobook publishers is how to make it work financially. ... When you're doing downloads, you're saving a little money by not having to ship the physical goods. But you're not saving money on the creation of the product. That's the problem." Incoming APA president Michele Cobb is vice president of sales and marketing for audiobook publisher-distributor AudioGo in North Kingstown, R.I. She said the digital challenge for audio publishers is similar to what traditional publishers face vis-...-vis e-books and e-readers.

"Publishing in general is in flux as it moves from hard goods into the digital world," she said.

At the 20,000-circulation Audiofile magazine (www.audiofile.com) -- the Publishers Weekly of the audiobook industry -- editor-founder Robin Whitten noted that "audiobook usage is on a big upswing because digital downloads are bringing a new audience and making it easier for existing fans to get more audiobooks at better prices. There is a shift going on, but whether (audiobook publishers) have a plan for it is sometimes not totally clear." "(The e-book movement) has helped move the people (who never before went digital) to digital audio downloads," said Hachette Audio publisher Anthony Goff from his New York office. "This year was the first time digital downloads overtook physical units (CDs) in terms of sales, but not revenue. The shift is definitely on." --- We asked you to share your audiobook habits. Clearly, you love to read and you like the convenience of audiobooks -- whether they're on CD or downloaded to a digital device. Here's a sampling of your responses.

I have loved to read all my life. I am now in my 60s and losing my eyesight. Reading is becoming more difficult and I find myself turning to audiobooks.

I generally get audiobooks from the library and load them onto my iPod.

By far my favorite audiobook to date is "The Book Thief" by Markus Zusak, read by Allan Corduner. The story is compelling and the writing superb. Mr. Corduner's outstanding narration brings the characters, historical setting and diverse emotions into bold reality.

Caroline Carroll Sacramento I was recently commuting from Sacramento to San Francisco, and someone loaned me an audiobook version of Steve Martin's "The Pleasure of My Company," to pass the time. I was hooked, no longer dreading the drive.

Then I got hold of Jonathan Franzen's "Freedom" (19 CDs!) and couldn't wait to get on the road. A two-hour drive, each way, meant pages and pages of the book powered through.

Nearing the end of Franzen's phenomenal story, I was looking for reasons to drive. Why go to the nearest grocery store, when I could drive an extra 10 minutes and listen to more heartbreak unfold? I would sit in my car just to hear a little bit more before I took the key out of the ignition.

Mary M. McClellan Sacramento I am an artist and listen to audiobooks when I paint. It helps to distract my left brain, I think. I also listen when I do housework as a way of multi-tasking, and sometimes when I prepare dinner if I am alone in the kitchen.

My family also listens to audiobooks in the car while traveling, and this has been a bonding experience between us. To glance back and see my 9-year-old's face in rapt attention while listening to diverse books -- from string theory to classics to thrillers -- has been a wonderful thing to behold.

Bill Bryson is without a doubt our favorite traveling companion, and we have listened to him repeatedly. He reads his own books, and this is a plus as he has a wonderful reading voice.

Arlen Feldwick-Jones Davis When I read, it's primarily fiction, but I listen exclusively to nonfiction. I found that I couldn't follow the plot of novels when I'm driving and I mostly listen when I am in my car. Reading nonfiction often puts me to sleep, but I love to listen to it, so it works out well.

Kate Markey Davis Loving books, but living a life with very little time to read, I have found that audiobooks are the perfect solution. Fortunately, the Placer County Library system has kept up with my enthusiasm for audiobooks, and it seems that all the best-known authors and titles are now available in an audio format.

I always have three books going at one time: one in my car; one in the car that both my husband and I are listening to ; and one for the house (I listen when I'm dusting, cutting up vegetables or taking a walk).

Nancy Schroeder Auburn I have always been an avid reader, especially at night, but as I have gotten older I find holding a book has gotten harder. So, my daughter-in-law introduced me to audiobooks. Sometimes I buy the CDs, such as the "Harry Potter" and "Lord of the Rings" series, but my real passion is just downloading books to my laptop.

Sherri Hamilton Sacramento I've been a big audiobook fan for over 10 years. While I have friends who listen while doing housework or sewing, I listen exclusively in my car.

I've learned that the narrator of the audiobook is the key to enjoyment. Entertaining yet mediocre books like "The Cat Who..." series by Lillian Jackson Braun can come to life in a wonderful way when George Guidall, my favorite narrator, reads them. Fabulously well-written and entertaining books like "Son of a Witch" can be ruined by a bad reader -- in this case, the author, Gregory Maguire.

I do read books -- at my bedside and in my husband's car, which I read to him when we're traveling (I'm the audiobook in his car) -- and I just purchased a Kindle, but I'll always have a large stack of audiobooks ready to take along on the road.

Diane Steele Davis I just turn on my audiobook and do my knitting at the same time. My knitting is mostly for charity, so I feel that I am doing a service while listening to a great book, which I do daily.

Mysteries are my favorite. Authors include Michael Connelly, Jonathan Kellerman, Sue Grafton, Lisa Scottoline, (the late) Robert B. Parker, Kathy Reichs, Tess Gerritsen, James Lee Burke, Nelson DeMille and Pat Conroy, with "Beach Music" being one of my all-time favorites.

All of my audios come from the local public library at Twelve Bridges in Lincoln. At night, I go to sleep listening to an audiobook. It is my "brain drain" from all the dealings of daily life.

Suzan Hunt Lincoln I am an avid audiobook listener. I used to buy cassettes to listen to in the car, but now I download audiobooks to my iPod. Cassettes and the iPod let you pick up where you left off. CDs won't hold your place.

I listen mostly in the car and at work, usually for two to four hours a day. I like a good story and it's easier to listen than to read when my hands are busy.

Listening to books is a good way to share books with family members. Sometimes it's easier to listen to a book than read one. Ever have a book someone recommended, but you just couldn't get through? Try listening to it.

Cynthia Morris Sacramento I started using audiobooks for my unusually long commute. But when I found myself listening during short errands on weekends, and listening through the end of a chapter in the garage before shutting off the car, I was hooked.

Retired now, with no commute, I'm more into audiobooks than ever.

As important as good readers/actors are in creating an excellent experience, I think it's rare for a book read by the author to succeed. But especially in my current favorite genre, humor, there's no better experience than that. I've been through many humorists, but I have just fallen in love with Celia Rivenbark.

Barry Codron Fair Oaks As a runner and school librarian, I listen to audiobooks to make my runs more enjoyable and catch up on young-adult literature. I also listen while ironing, vacuuming and gardening. Audiobooks turn daily chore time into daily "me" time.

While I prefer reading to listening, audiobooks allow me to devour twice as many books. Occasions that I prefer audiobooks are while reading dense nonfiction ("Cleopatra: A Life" by Stacy Schiff, for example) or when the book is excellently narrated, like Sue Grafton's alphabet series, which are narrated by actress Judy Kaye.

My favorite recent titles are the "Hunger Games" trilogy (young adult) by Suzanne Collins, "Imperfect Birds" by Anne Lamott and "The Help" by Kathryn Stockett.

Some of my all-time favorites are "Their Eyes Were Watching God" by Zora Neale Hurston, the Nevada Barr mysteries, and "Thirteen Reasons Why" (young adult) by Jay Asher.

Eileen Wilson Granite Bay A unique advantage of listening is to hear the author read (the book) with correct native pronunciation. An example is hearing Khaled Hosseini read both "A Thousand Splendid Suns" and "The Kite Runner." His intonation of the Afghani names and words lends much tenderness to his painful stories.

Years back, I tried to read Frank McCourt's "Angela's Ashes" and found it depressing, yet when I heard him as the narrator, his wit and humor conveyed the entire tale as it was intended. "The Ginseng Hunter" by Jeff Talarigo is another book that seems so much richer in the audio version.

Kate Robinson Jackson Audiobooks are perfect when I need to rock the baby, work on a quilt, pull weeds (take) long car trips. Approximately twice a week I have an audiobook on. Listening to books allows me to work and enjoy a favorite author at the same time. I prefer using compact discs, but the Kindle download works well, too. The audiobooks I recommend have excellent narrators who help with the enjoyment of the story. A few favorites: Dr. Kay Scarpetta series by Patricia Cornwell; "The Guernsey Literary and Potato Peel Pie Society" by Mary Ann Shaffer and Annie Barrows; "Harry Potter" series by J.K. Rowling; "Peter and the Starcatchers" series by Dave Barry and Ridley Pearson; "A Prairie Home Companion" by Garrison Keillor.

Charlotte Markwell Sacramento I subscribed to Audible.com some years ago and have been enjoying audiobooks continuously since then. My husband and I both load the books monthly onto our MP3 players. We especially like legal thrillers, murder mysteries and any well-written books that are plot-driven.

I read literary novels in print form because it's difficult to enjoy the writing style unless I'm able to flip back and reread especially good passages.

We mostly listen to books in the car. They're great for long trips, but also good just going on errands. I'm just starting to read e-books from time to time, and expect I'll continue to enjoy all three formats.

Chris Biswell Lincoln I am a complete audiobook fanatic. Although I read books (on my iPhone) when in bed or if eating alone, I listen (via my iPod) during almost all my other solo activities: while driving, exercising, gardening, cooking, cleaning, getting dressed, grocery shopping and at the dog park.

I'm so used to listening while doing everything that I ruined an iPod by jumping in the pool. It apparently didn't occur to me that I couldn't listen while swimming! The only problem is an irritated husband when I don't hear what he says. As a compromise, I listen with only one earphone in while he's around.

Linda Acredolo Woodland ------ Call The Bee's Allen Pierleoni, (916) 321-1128.

___ To see more of The Sacramento Bee, or to subscribe to the newspaper, go to http://www.sacbee.com/.

Copyright (c) 2011, The Sacramento Bee, Calif.

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