Written Word Media (WMD) recently published a must-read article with the top publishing industry trends for the new year, written by Clayton Noblit. I am sharing here a summary that includes their main points.
1. Audiobooks will continue to gain popularity, and more indie authors will invest
A 2019 survey revealed that half of all Americans over the age of 12 have listened to an audiobook in the past year. Additionally, audiobook listeners trended younger. Fifty-five percent of listeners were below the age of 45. The survey stats showed an increase from 2018, and the expectation is that audio will continue to grow.
With better access to audiobook creation and distribution, WMD expects to see more audiobooks in the marketplace in 2020. Marketing audiobooks remains a challenge for authors but effective marketing will become more important as the space gets more crowded. Deeply discounted audiobooks are hot. WMD are seeing a lot more experimentation with price control and running promotions.
What this means for you:
Start learning about how audiobooks are made and sold. If you already have an audiobook and own the rights, make sure to distribute your audiobook to as many outlets as possible. Talk to other authors who have had success with their audiobooks and learn what is working for them when it comes to marketing.
2. More indie authors will collaborate on marketing
Authors have long seen success with collaborative marketing techniques like email list swaps and group giveaways. In 2020, WMD expects to see more cooperative marketing as competition grows and indie authors find creative ways to gain an edge. Indies will continue to innovate when it comes to collaboration.
Of course, authors will need to be strategic to see success here. Oversaturating readers or marketing to the wrong audience can damage an email list. But, as many authors know, getting it right will pay off.
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