The audiobook industry is always changing. We discussed current and future trends with Janet Benson, the new president of the Audio Publishers Association.


LTB: How would you describe the Audio Publishers Association (APA)? What is the breakdown in membership?

BENSON: The Audio Publishers Association is a trade organization that exists to
promote the audiobook industry and connect all audio publishers and allied suppliers, retailers, producers, and voice talent - everyone who works in our business. Our current membership includes about 70 publisher members and 150 affiliate members.

LTB: What are the most important government relations issues facing audio
publishers?

BENSON: Just now, the Consumer Product Safety Improvement Act of 2008 (CPSIA) is of concern to a number of our members. With the admirable goal of keeping children's products completely lead-free, it places a burden of certification on all children's product manufacturers (including books and audiobooks). But the specific requirements are still being negotiated at this time.
 
LTB: How are audio publishers faring in the current economy?

BENSON: Our members have seen a downturn, along with the rest of the country. But our industry sales only fell by 6.7% in 2008, not nearly as drastically as some book industry segments. I'm hearing reports of a slight upturn in the second quarter of '09, and we're hoping to build on that. Fortunately, audiobooks are seen as an affordable luxury, and fans are still listening and buying.
 
LTB: What is the breakdown of abridged vs. unabridged and fiction vs. non-fiction for audiobook sales, according APA's surveys?

BENSON: In our most recent 2008 Sales Survey, released last month, unabridged titles carried 85% of the market, abridged had 13%, and non-book-based material represented 1%. By genre, Fiction is our strongest category with 73% of sales; Nonfiction had 27% of sales.
 
LTB: What is the current breakdown on sales of audiobooks on downloads vs. CDs and cassettes?

BENSON: CDs continue to be our strongest format with 73% of sales in 2008. Download continued its steady growth to 21% of sales (up from 17% in 2007). And cassettes are still around, but are now only 3% of sales.

LTB: What do you see as the trend on downloads, CDs and cassettes for audiobooks looking ahead to the next 5 years?

BENSON: I believe the trend line for download will continue to grow, but I don't think CDs will disappear. Some customers (and libraries) will continue to want hard goods for listening. But I imagine the shares of sales dollars will move closer together between CDs and download. We know there are customers out there who still want cassettes, but that market is ever-shrinking, and I don't see it still a factor in 5 years.

LTB: What is a good description of your company Audio Editions?

BENSON: We're an audiobook retailer (catalog and online) with titles from a hundred audiobook publishers.

LTB: What is the audiobook you've most enjoyed listening to?

BENSON: It's cruel to make me pick one! But okay, this year's Audiobook of the Year, Neil Gaiman's The Graveyard Book, is an amazing performance of a compelling
book. I sat in the driveway finishing it late one night (that's the audiobook equivalent of "I couldn't put it down"). But there are so many good audiobooks out there; as an industry our standards get better every year.

LTB: What books did you most enjoy growing up? Any books you'd like to recommend for people?

BENSON: I loved adventure stories, so now my daughter and I are really enjoying the Bloody Jack series by L.A. Meyer. Katherine Kellgren gives them a rip-roaring treatment that's fun for kids and adults (not for really young kids, though). And I can get lost in a good mystery. but I always tell new listeners, "pick a book you'd like to  read, and try listening to it."  That hooks them every time.
 
LTB: Thank you for your time.

BENSON: My pleasure.