Audiobook Month Promotions Set
by Shannon Maughan -- Publishers Weekly, 5/6/2002
Next month the Audio Publishers Association kicks off its fifth annual June Is Audiobook Month campaign—a monthlong celebration designed to create greater awareness of audiobooks among consumers, retailers, librarians and library patrons. According to APA figures, the campaign has topped itself each year since its inception; member publishers and retailers have reported an increase in sales as a result of the Audiobook Month efforts. With this year's promotion—the biggest yet—the APA hopes to continue that upward trend.
The most visible Audiobook Month item is the promotional poster designed by Laura Wolf, winner of an APA-sponsored contest. According to Alisa Weberman, chairperson of the APA's communications committee and publisher of Listen & Live Audio, 25,000 posters will be given away to bookstores, audiobook stores and libraries. The posters will be available at the APA's booth at Book Expo America as well as through the organization's office at (310) 372-0546. Other giveaways include an audiobook sampler containing excerpts from 10 different recordings from various publishers, including Jack: Straight from the Gut by Jack Welch (TimeWarner Audiobooks) and The Shelters of Stone by Jean Auel (Brilliance Audio). The sampler will be available on cassette and CD.
Both the poster and audiobook sampler are components of a free June Is Audiobook Month display kit that APA is offering to booksellers and librarians for the first time. Featuring a die-cut automobile shape, the cardboard display holds 30 CD samplers and encourages shoppers to "Celebrate Audiobook Month. Road test an audiobook." The kit also contains merchandising information, rules for entering a store display contest sponsored by APA and listening activities for kids.
In addition to the display contest, APA is also conducting a drawing for consumers. Shoppers will be directed to www.audiopub.org where they can enter by answering a few general questions about audiobooks. The grand prize is a $300 library of audiobooks and a Diamond Rio Volt player.
Another new element of the campaign this June is a series of public service announcements recorded by such audiobook authors and narrators as Bill O'Reilly, Quincy Jones and Jackie Collins. Each spot runs 15 seconds and includes the line "Sponsored by your local library and the Audio Publishers Association." Libraries will work in conjunction with local radio stations to get airplay. The P.S.A.s may be heard on the APA Web site as well.
BEA has traditionally marked the kick-off of Audiobook Month, but this year's early convention dates throw off that schedule by a few weeks. However, Weberman anticipates that the audiobook tea and other BEA events (Audio, Apr. 1) will still serve as big motivators for the June promotion. "We're very excited about it," she added.
