Smith Myths: 4 Common Myths About Audiobooks

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by Sandra Poirier Smith, CEO of Smith Publicity

As we celebrate Audiobook Appreciation Month this June, it’s the perfect time to address some common misconceptions about audiobooks. 

Whether you’re an author or publishing professional, understanding the truth behind these myths can broaden understanding of the value of audiobooks! Let’s dive into four prevalent myths about audiobooks and why they’re simply not true.

Myth 1: I Don’t Need to Publish My Book in All Three Formats (Print, eBook, and Audiobook)

Some authors think that offering their book in only print and eBook formats is sufficient. However, skipping the audiobook format can mean missing out on a significant portion of potential readers—and revenue. The audiobook market has been growing rapidly, with more readers opting for the convenience and accessibility of audiobooks.

  • Over $1.81 billion was generated through audiobook sales in the United States in 2022. The sales grew by 3.43% over 2021.
  • Overall, sales revenue for audiobooks in the US increased by over 50% over the last five years.
  • From Publishers Weekly: The Audio Publishers Association’s annual sales survey, out today, revealed an 11th straight year of double-digit growth in audiobook sales. For 2022, the 28 APA member publishers reported an overall revenue increase of 10%, bringing the estimated industry total to $1.8 billion in sales for the year. 

Publishing in all three formats—print, eBook, and audiobook—maximizes your reach and ensures that your book is accessible to a broader audience. Audiobooks appeal to commuters, multitaskers, and those who prefer auditory learning. By neglecting to publish an audiobook, you are overlooking a loyal and expanding market segment.

Here are great statistics on audiobooks and here.

Myth 2: Authors Must Hire Professional Narrators to Read Their Audiobook

While hiring a professional narrator can add polish and expertise to an audiobook, it’s not the only option available. Many successful audiobooks are narrated by their authors, which can bring a unique and personal touch to the storytelling. Author narration can be especially powerful in non-fiction, memoirs, and self-help books where the author’s voice and authenticity adds significant value. This is especially true for authors using a book to build their expert brand. 

That said, authors should carefully consider their strengths and the nature of their book when deciding who should narrate. If an author has a strong, engaging voice and can convey the nuances of their work effectively, self-narration can be a great choice. However, for fiction or more complex narratives, a professional narrator might enhance the listener’s experience with their acting skills and vocal variety.

Here is a list of successful audiobooks narrated by the author.

Myth 3: It’s Harder to Promote and Market an Audiobook

From a publicity perspective, we are able to promote audiobooks with similar strategies as print and eBooks. We present authors to the media based on what differentiates their work, and having an audiobook format provides another option for target audiences to purchase.

Some quick tips to promote an audiobook include: 

  • Enlist in audiobook promotion services like BookBub’s Chirp. Chirp is an audiobook retailer powered by BookBub that offer readers unbeatable discounts on audiobooks.
  • Use the power of libraries to find listeners—here is a podcast on tips to do this.
  • If you are already on Audible, create an Audible Author page to showcase all your works and feature information right from your Amazon Author Central page. This helps new listeners to find you and your book. Get started here.
  • Don’t forget to promote your audiobook to your newsletter list—specifically calling out this format, and your eBook format too—to make sure your audiences can purchase your book in the format best for them.

Myth 4: Listening to Audiobooks Isn’t “Real” Reading

One of the most persistent myths about audiobooks is that listening to them doesn’t count as “real” reading. Yes, there are people out there who still believe in the narrow definition of reading as a “sit down and hold a book” activity. However, research and expert opinions debunk this idea.

Listening to audiobooks engages the same cognitive processes as reading printed text. Comprehension, visualization, and critical thinking are all active when listening to a well-narrated book. Audiobooks offer an excellent option to hear stories and information, and are accessible to those with visual impairments or reading difficulties and to anyone with a busy lifestyle. So, whether you’re reading with your eyes or your ears, you’re still engaging deeply with the material.

When my kids were young and well into their teens, we always had audiobooks at the ready. The library is a great place to try new authors. We have wonderful memories of stories, characters, settings, etc. from books we listened to while driving to the supermarket, during clean up or doing other chores time, or while on long road trips. What I liked is we were able to pause the book and talk about questions like: What do you think will happen next? What would you do in this situation? Other tips for families. 

Audiobooks make walking/exercising, cleaning, and commuting enjoyable and efficient ways to hear stories or consume knowledge. 

Conclusion

As we celebrate Audiobook Appreciation Month this June, it’s exciting to recognize and dispel these common myths. Audiobooks are a legitimate form of reading, offering unique benefits and accessibility. For authors, publishing and promoting all three formats—print, eBook, and audiobook—ensures your work reaches the widest possible audience. And while professional narrators can add value, authors especially in the business book, memoir and non-fiction genres also have the option to bring a personal touch to their audiobooks. Embrace and celebrate the versatility and potential of audiobooks, and you’ll open new ways to entertain, enlighten, and connect with your ideal audiences.

Sandra (Sandy) Poirier Smith is CEO of Smith Publicity, Inc., an award-winning international book promotion company dedicated to helping authors and publishers create awareness about their books and expertise through media coverage. Smith Publicity has promoted thousands of books since 1997—from household brand New York Times best sellers to first time, independently published titles. Smith Publicity authors have appeared on media outlets worldwide including The New York Times, The Wall Street Journal, USA Today, The Atlantic, AARP, O, The Oprah Magazine, Forbes, INC, Fast Company, Entrepreneur, Parents, People, TIME, Publishers Weekly, The Today Show, Good Morning America, 60 Minutes, NPR, BBC, The Guardian, Toronto Star, HuffingtonPost. Sandy works with clients to create and execute creative and tailored book promotion strategies. She regularly writes about and speaks at book industry events on the topic of book marketing and author/expert promotion. She earned a BS in Art and an MBA from Northeastern University. Sandy lives in Bucks County, PA with her family including chickens, snakes, frogs, lizards and one very happy cat.