Ingram Launches Podcast Services
By Rachel Deahl -- Publishers Weekly, 5/27/2008 7:46:00 AM
Ingram has launched two new sites, one for booksellers and the other for librarians, featuring podcasts with authors and industry insiders. The sites, which currently feature a podcast of Barbara Walters talking about her new book, Audition, will roll out a handful of new clips after numerous chats are recorded at BEA. According to Ingram v-p of marketing Kim Reynolds, the sites grew out of the wholesaler’s desire “to connect authors and publishers to retailers and librarians.”
The sites, www.ingramlibrary.com/interact and www.ingrambook.com/interact, made sense, Reynolds elaborated, since booksellers and librarians are community-oriented professionals. “Both librarians and independent booksellers have become social networking-oriented. And we feel like we have this unique role where we have access to authors and industry experts [that interest them].”
The podcasts, which will range between 10 and 15 minutes in length, are being recorded and cut by marketing technology specialist Brit Murray, who will record the podcasts when authors come through Ingram’s Nashville warehouse or on the road—in addition to BEA. Ingram plans to record more podcasts at the London Book Fair and other book-industry events.
Thus far Ingram’s staff has been selecting authors and other experts for podcasts through requests put out by the company’s publisher marketing group. Reynolds said that the marketing group has been taking pitches from publishers and that decisions are made based on “potential audience interest” and the “broadness of the topic.” Reynolds added that having an author/expert who’s comfortable being recorded is key. “If you’re going to listen to a podcast for 10 minutes you need the subject to be a confident speaker.”
Speaking more to the kind of podcasts that Ingram will host moving forward, Reynolds said the key is anything that helps their customers “choose content.” The sites will likely feature 10 timely podcasts at a time—hung on pub dates and industry events—with the content sitting in an archive once moved off the site. Reynolds also noted that the podcasts are viral, and can be emailed by users. (Ingram does have the capacity to track how often the podcasts are emailed, at least that first time from their site.)
Ultimately, Reynolds said, Ingram is looking to improve and change the sites as word about the podcasts trickles back to them. “We’re looking for feedback from booksellers and librarians on how they’re using this. ... It’s new for us and we realize there will be a lot to learn."
