The growth of audio originals marks a shift in how authors and publishers view the form, which was once regarded as an appendage to print, rather than its own medium. But as audio sales have continued to grow year after year, publishing companies have found themselves scrambling to meet demand.
“Audio listeners are so voracious, they listen to so much, we have to keep supplying content for them,” said Lance Fitzgerald, vice president of content and business development at Penguin Random House Audio.
Publishers have also started to test the market for stand-alone audio. Penguin Random House, which Crown is an imprint of, has around a dozen original audiobooks in development. The company’s recent audio-only works include “All Rise,” Nick Offerman’s comedy special; “Getting Started With Sourdough,” by Chad Robertson and Jennifer Latham of Tartine Bakery; stories set in the Star Wars universe; and a project with Steven Rinella, the host of the Netflix series “MeatEater.”
Another major publisher, Hachette, has produced several successful audio originals, including works by the singer and songwriter Billie Eilish and the leadership coach Roger Flax. Macmillan has been experimenting with its own podcasts and is developing an audio original with the indie pop duo Tegan and Sara.
But the audio-only approach poses challenges, and most authors and publishers are proceeding cautiously. Without a print counterpart that’s displayed in stores, it can be hard to get such titles in front of consumers, unless the author has a large and loyal following.
“There is an advantage when there are multiple versions out at once. You’re going to get more people talking about it and evangelizing,” said Mary Beth Roche, the president and publisher of Macmillan Audio. “In general, we feel like unless there’s something uniquely aural about the experience, if it deserves to be in audio, it deserves to be in print.”
For Larson, the audio format offered a way for him to break into new territory. He said he’s open to releasing “No One Goes Alone” as a book, though there are currently no plans for a print edition.
“Right now, it is what it is,” he said. “I’m very pleased to call it a day with an audio original.”
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