Audiobooks Marketed to Multitaskers!
Audiobooks are hot. This once decidedly unhip form of entertainment, the purview of grandmas and square commuters, has exploded in recent years. And most industry mavens think the growth is just beginning. They feel huge segments of the public will embrace audiobooks given half a chance.
Audible has launched a series of ads on network television. And now Random House Audio Group has launched a radio, print and online campaign aimed at these potential consumers. The key to this campaign? Sell audiobooks as the perfect tool for multitaskers. They see group engaged in mindless tasks as potential audiobook fans. So in an effort to grabbing avid fitness fans, they’re placing ads on Menshealth.com. They’re hitting travelers with ads on airlines. And even knitters (!) with ads in Vogue Knitting.
In fact, this ad campaign’s website (http://www.tryaudiobooks.com/) splits potential audibookers into key groups, including runners, crafters, roadtrippers, business travelers, techies and sci-fi fans. Whether this has just caught sight of trend, or is actually expanding it, is anyone’s guess. But it’s clear that audiobooks have become a trendier way to fill the hours.
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