The answer might surprise you…
Amazon’s Kindle format dominates the ebook market today and it’s easy to assume that will remain the case going forward. Despite that fact, I see a number of trends indicating the digital book space could be ripe for disruption.
Notice I use the term “digital book”, not “ebook.” That’s because the digital format with the most upside isn’t MOBI or EPUB. It’s audio.
Audiobooks
Amazon also dominates the audio book space, of course, thanks to their ownership of both Audible and Brilliance Audio. Amazon’s audio book subsidiaries are built around yesterday’s business model though, and I believe technology and consumer habits have evolved to the point where a new business model will emerge.
Have you ever priced an audio book? Let’s use George Orwell’s 1984 as an example. Audible currently offers the audio version for $20.97 while Amazon sells the paperback for $11.42 and the Kindle edition for $9.99. There are exceptions, of course, but the audio format is typically the most expensive option.
What might happen if audio editions were priced at or below the print or Kindle editions? The recent trends in ebook sales might be a good indicator here. As ebook prices have increased over time (thank you, agency model), print has experienced a resurgence and ebook sales have flattened and even declined for some genres.
Podcasts
Next, consider the growing interest in podcasts, as described here. Two factors drive this trend shown above: convenience and laziness. Low-production YouTube videos have replaced how-to books on a variety of topics. It’s also a lot easier to watch or listen than read. I’m sure that last statement made quite a few of you bristle, but it’s true. Reading isn’t going away, but overall consumption could be dramatically increased if it weren’t for the painfully high price of your typical audiobook.
Pricing
Why are prices so high? The obvious culprit tends to be the professional talent (and additional time) required to create the audio format. But is it really critical to limit recordings to either the author or voice professionals? If you want to continue charging those high prices the answer is probably “yes.”
If you’re open to exploring other pricing models though, you’ll be inspired by the approach used by The Week. I recommend you subscribe or at least listen to a few of the podcasts created by The Week. You’ll quickly discover their editors and other staff members are the voice talent. The voices are clean and crisp, not robotic, and the finished product is terrific. Yes, these are free streams, but they give you a sense of what’s possible with a much lower investment.
Technology is opening new doors here as well. Remember the monotone, computer-generated audio of the 90’s? Text-to-speech has improved quite a bit over the years and will only get better over time. If you’re still not convinced, scan this related article and be sure to listen to some of the audio samples; it’s virtually impossible to distinguish the human-generated segments from the computer-generated ones.
Opportunities
Despite all this, why would publishers have any interest in seeing lower prices for audio formats? Because it represents an enormous opportunity to break the stranglehold Amazon currently has on all digital formats.
Imagine a world where publishers could establish a strong, direct-to-consumer (D2C) channel featuring audio. The D2C audio edition of 1984 could be computer-generated and sell for $9.99, the same price as the Kindle edition; but in this case, the publisher keeps 100% of the selling price, not whatever percentage they’re receiving from Amazon for the Kindle edition.
Are you worried that consumers will buy one audio copy and share it with all their friends? If so, please don’t fall back into that digital rights management (DRM) trap that only reinforces Amazon’s dominance. Rather, create a simple mobile app where all the purchased audio files live. Most publishers don’t realize it, but the fact that a reader’s Kindle files are buried in their app is more of a file-sharing deterrent than DRM itself. If you don’t believe me, ask a few of your friends if they even know how to retrieve their ebook files from their Kindle app, for example.
The opportunity here is huge, and not just for selling audio books directly. It’s a chance for publishers to forge a more meaningful, ongoing relationship with their customers. I’ve grown to love history books over the years, mostly ones about WWII and the civil war. I subscribe to a few publisher newsletters but I still sometimes overlook interesting new publications. Wouldn’t it be cool if audio samples of those new books could be sent directly to the app on my phone? I just set a few preferences and I’ll never miss another new title.
Today most publishers sell transactionally, one book at a time, to nameless/faceless consumers. The model I’m describing isn’t ideal for all publishers, but for ones with genre depth it represents a new approach where they could better serve their customers as well as take more control over their own destiny.
Joe Wikert is director of strategy and business development at Olive Software. This post was originally published on his blog, Joe Wikert’s Digital Content Strategies, where he writes opinion pieces on the rich content future of publishing.
