From veteran publishing consultant Mike Shatzkin:
“Words-to-be-read” must now become a content category, along with still images, video, and audio. Audio includes “words-to-be-heard”. We are in what must be the early stages of a reordering of primacy among these varieties of “content for delivery and consumption”, which is distinguished from “content for interaction”, or the world of “gamified content” along with who-knows-what-else.
In a post three months ago, I observed that I had been fortunate enough to have been taught to type when I was a little kid, so producing written words was relatively fast and easy for me. That led to great “experience” with the practice of narrative word creation at a young age, a great competitive advantage in school and the workplace (quite aside from enabling the writing of several published books). That piece also made the point that words-to-be-read were, until some very recent moment, the cheapest and easiest form of content to deliver and distribute. Still pictures required film and processing. Audio and video required controlled (and often expensive) circumstances for recording and a variety of skills to deliver professional content. And beyond that, delivery by cassettes and CDs was expensive and also failed to reach large numbers of the potentially interested people.
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What really rang a large bell for me was the recent New York Times article about the rise of audio, which focused on big-earning writers whose fortunes and reputations had been earned through “words-to-be-read” (in what we can now see was really a different content era), but who were now switching to audio. One such author, John Scalzi, was moved to reconsider his publishing strategy when a recent book sold 22,500 hardcovers, 24,000 ebooks, and 41,000 audiobooks. Author Mel Robbins responded to her self-help book “The 5 Second Rule” selling four times as many audios as print by making her next creation an audio original.
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So while we have been recently living through an era where audio pioneers like Don Katz of Audible have had to make the case (and offer the tools) to enable creation of good audio content that was originally intended as “words-to-be-read”, that may be about to flip. More and more, we’re going to find that extra effort is required to make content accessible to the word-reading population, who otherwise will not be able to enjoy a variety of fiction and non-fiction content that will only be professionally rendered to be seen and heard.
Link to the rest at The Shatzkin Files