I've been noticing a heavy push toward audiobooks on various writing blogs lately. I have no idea why it is suddenly "THE THING TO DO," but before too many of you run off to find the nearest microphone, let me tell you about my own experience.
Ugh! I've tried using audio books
as a marketing plan, too, and it was a spectacular failure. I chose to
try out this format on my best-selling book, Beyond All Price. My choice
of a production company was ACX, the Amazon affiliate, because they handle the
contracts between author and narrator and do all the final formatting. I got to
audition several possible readers and selected a talented and experienced woman
who seemed to be a perfect fit. She agreed to do the job on the basis of a
50/50 royalty split. If I had had to pay her on an hourly basis, the cost would
have run into several thousand dollars.
Too late, I learned that royalty
splits are a bad idea because the narrator does not have any immediate hope of
getting paid. As a result, the project goes to the bottom of her list of
priorities.This project stretched out for over nine months because the narrator
had other paying gigs and concerts (she was also a professional singer) that
took up her time. The whole thing was easy for me, but I, too, found myself losing
some of my enthusiasm as time passed.
All I had to do was listen to the
tapes at the end to make sure there were no obvious errors, and I think we
ended up with a great product. However, it simply has not sold. My readers are
not the kind of folks who listen to audio books, apparently. They don't
drive cross-country, or go to the gym or do other mindless things that would
give then the time to listen. If they travel by car, they also have a spouse
and children who aren't interested in historical biographies. (Beyond All
Price runs for over 13 hours.)
ACX sent the narrator and me 75
code numbers apiece; those numbers could be exchanged for free copies. The idea
was to distribute them to our friends so they would write reviews for the
website. I soon learned that I couldn't give the audio versions away, even by
running contests. I still have over 50 left. My narrator had the
same problem. And then we realized that we would receive no royalties on those
give-away copies. So we had exhausted our small supply of readers by
giving the product away. The result after six months of publication?
There are exactly 18 copies in circulation beyond those we gave away, and the narrator and I have each
received payments of approximately $50.00 total. I feel really bad for
the narrator because she did all that work for free. At least I only spent a
few hours on the project. But I'll never do another one.
Maybe it's a great idea and I just
did a lousy job of marketing. Maybe I don't really believe in audio books (I've
never purchased or listened to one), and if you don't believe in something, you
can't sell it. Maybe I'm just an old fuddy-duddy who's stuck in a rut, but I've
gone back to writing the next book, where I know what I'm doing.
Once again, you have to know a lot about the people in your audience before you can decide on the best way to reach them.