Audiobooks
not just another format
Audiobook Annual Sales
   Year                  Sales

   2007            $1,033,760,000



   2006             $923,000,0...
2008 Overview from AAP
Net sales of $24.3 billion in 2008, down from $25.0 billion in 2007,
representing a 2.8% decrease. ...
Where did audiobooks sell
in 2007?
         Where?                                   %
     Public Libraries              ...
Abridged vs. Unabridged
 Format                  Sales



Unabridged                70%




 Abridged                 30%
...
Consumer Survey
 A web-based survey was
 completed by 2,363 U.S. adult
 (18+) consumers from May to
 July 2008. The sample...
The top five favorite audiobook genres reported by
respondents of the Consumer Survey conducted in
mid 2008.

1. Mystery/Th...
Audiobook % of sales compared to print
edition on Assorted Top Titles from 2008
in CBA Channels
                Title     ...
Format overview 2004-2007
 Year   CD      Cassette     Download   Other


 2004   63%      30%           6%       1%

 200...
Format predictions
 Year   CD                Cassette         Download   Other
 2004   63%                30%             ...
Going digital -
it’s not too
late...
The digital media space
provides unique marketing and
distribution opportunities
Going digital:
obvious benefits
 No inventory

 Less overhead

 Better margins

 Less investment

 No physical product
Going digital:
factors fueling growth
 More awareness and places to buy

 Broadband connections & inexpensive storage opti...
Going digital:
key factors inhibiting
growth
The Reality: for many (most?), downloadable
audiobooks are not easy to use
 F...
Unique
Opportunities:
Not just another format...
Unique Opportunities:
Contextual Delivery
 iPhone applications

 Podcasting


Viral Marketing
 Premium offers

 Targeted o...
Unique Opportunities:
Classic Marketing
 Cross media excerpts

   Magazine content

   Audio samples

   First chapters

 ...
The elephant in the
room? DRM
 DRM doesn’t work. It’s easy to
 break

 It inhibits sales and renders files
 virtually unusa...
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Audiobooks – not just another format Dan Balow, Publisher, Oasis Audio Cory Verner, Cofounder and Publisher, christianaudio

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Not every part of publishing is flat or shrinking. There is growth and great potential in many digital formats, including audio books. In this session, Dan and Cory will discuss the potential of various digital mediums including audio books specifically, the digital “tipping point” in the variety of formats, and the unique opportunities in this market, including a lesson from the ABA sub rights market.

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  • Audiobooks – not just another format Dan Balow, Publisher, Oasis Audio Cory Verner, Cofounder and Publisher, christianaudio

    1. 1. Audiobooks not just another format
    2. 2. Audiobook Annual Sales Year Sales 2007 $1,033,760,000 2006 $923,000,000 2005 $865,000,000 *SOURCE: AUDIO PUBLISHERS ASSOCIATION
    3. 3. 2008 Overview from AAP Net sales of $24.3 billion in 2008, down from $25.0 billion in 2007, representing a 2.8% decrease.  In the last six years the industry had a compound annual growth rate (CAGR) of 1.6%.  Audio book sales for 2008 totaled $172 million, down 21% on the prior year, CAGR for this category is still healthy at 3.1%.  E-books continue to grow significantly, sales reached $113 million in 2008, up 68.4%.  (.05% of total publishing revenues) NOTE: If e-book share of sales grew at an average annual rate of 50%, in 12 years, they would still amount to less than 10% of all sales. However, within six years after that they would be 100% of the sales. *SOURCE: AAP
    4. 4. Where did audiobooks sell in 2007? Where? % Public Libraries 43% Retail Bookstores 27% Online Retailer 15% Online Download 9% Audio-only Bookstore 3% Audio rental website 1% File sharing website 1% Other 1% *SOURCE: AUDIO PUBLISHERS ASSOCIATION
    5. 5. Abridged vs. Unabridged Format Sales Unabridged 70% Abridged 30% *SOURCE: AUDIO PUBLISHERS ASSOCIATION, 2007
    6. 6. Consumer Survey A web-based survey was completed by 2,363 U.S. adult (18+) consumers from May to July 2008. The sample was chosen to reflect U.S. Census data related to age, gender, education, household income, region of the U.S. and Number of people in the household.
    7. 7. The top five favorite audiobook genres reported by respondents of the Consumer Survey conducted in mid 2008. 1. Mystery/Thriller/ Different age brackets prefer different genres: Suspense The fastest growing age bracket, 18-24 year olds, 2. General Fiction showed a preference for comedy and science fiction/ 3. Science Fiction/Fantasy fantasy. Listeners over the age of 35 4. Biography/Memoir showed a preference for mystery/thriller/suspense and 5. Classic Fiction general fiction. *SOURCE: APA
    8. 8. Audiobook % of sales compared to print edition on Assorted Top Titles from 2008 in CBA Channels Title Author % of audio 3:16 Lucado, Max 4.5% 90 Minutes in Heaven Murphey, Cecil 3.5% Captivating Eldredge, Stasi 2.4% Five Love Languages Chapman, Gary 1.3% Forbidden Lewis, Beverly 1% Have a New Kid by Friday Leman, Kevin 1.5% Love and Respect Eggerichs, Emerson 3.2% Shack (audio released July, 2008) Young, Willam Paul 1.6% *SOURCE: PUBTRACK
    9. 9. Format overview 2004-2007 Year CD Cassette Download Other 2004 63% 30% 6% 1% 2005 74% 16% 9% 1% 2006 77% 7% 14% 2% 2007 78% 3% 17% 2% *SOURCE: APA
    10. 10. Format predictions Year CD Cassette Download Other 2004 63% 30% 6% 1% 2005 74% 16% 9% 1% 2006 77% 7% 14% 2% 2007 78% 3% 17% 2% 2008 75% 1% 21% 3% 2009 71% 1% 24% 4% 2010 64% 1% 30% 5% 2011 57% 1% 37% 5% 2012 49% 0% 45% 6% 2013 39% 0% 55% 6% 2014 29% 0% 64% 7% 2015 18% 0% 75% 7% *SOURCE: DAN BALOW, OASIS AUDIO
    11. 11. Going digital - it’s not too late... The digital media space provides unique marketing and distribution opportunities
    12. 12. Going digital: obvious benefits No inventory Less overhead Better margins Less investment No physical product
    13. 13. Going digital: factors fueling growth More awareness and places to buy Broadband connections & inexpensive storage options Digital players are inexpensive and widely available More content Downloading is getting easier
    14. 14. Going digital: key factors inhibiting growth The Reality: for many (most?), downloadable audiobooks are not easy to use Format confusion Player ramp-up / confusion Metadata issues - spotty data, multiple standards, inconsistent naming (tagging of files) No standardized process for downloading
    15. 15. Unique Opportunities: Not just another format...
    16. 16. Unique Opportunities: Contextual Delivery iPhone applications Podcasting Viral Marketing Premium offers Targeted offers
    17. 17. Unique Opportunities: Classic Marketing Cross media excerpts Magazine content Audio samples First chapters Sales sheets Teasers Streaming content
    18. 18. The elephant in the room? DRM DRM doesn’t work. It’s easy to break It inhibits sales and renders files virtually unusable in the most of circumstances Doesn’t stop file sharing

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