“Promoting all book formats is good for all books”
The audio boom is finally coming to NetGalley!
We are thrilled to announce that NetGalley is now supporting Audio Excerpts.
Right now, publishers can add Audio Excerpts for any books listed on the site, regardless of publication date.
“This is just the first step in our audio strategy,” says Kristina Radke, VP Business Growth and Engagement. “By summer 2020 NetGalley will also support full audiobook files so publishers can share their audiobooks with important publicity contacts, reach new, influential audiences who provide feedback and reviews, as well as track and report on access granted, feedback received, and trends in activity. Promoting all book formats is good for all books, and now audio publishers will have the same powerful tools that their print and digital counterparts have had for years.”
NetGalley members can browse for Audio Excerpts in the catalog and listen to them through an on-site, streaming player. As they listen to the Excerpt, they are then prompted to submit early feedback by responding to questions about their experiences. Publishers receive these aggregated responses, plus number of listens and average listening time, as part of the reports that already exist in their account.
Members are just as excited as we are; they’ve been anxiously awaiting audio on NetGalley as much as publishers! Before launching Audio Excerpts, we asked our members via social media about their audio listening habits. Some of them hoped and guessed that we were going to be supporting audio soon. And once we announced the launch of Audio Excerpts on NetGalley, they weren’t shy when sharing their excitement.
NetGalley clients can add their Audio Excerpts during this free trial period (until May 15, 2020). Just click “Upload/Preview Files” on any Title Details page.
According to the Audio Publishers Association’s 2018 annual survey, audio is continuing to grow. And we’re happy to support that growth on NetGalley.
To see the new marketing programs designed to highlight audio on NetGalley, check out the 2020 Media Kit.
We look forward to promoting even more books, in every format!
With conference season in full force around the world, NetGalley France’s Astrid Pourbaix attended Livre Paris, or Paris Book Fair. In its 39th year, Livre Paris gives visitors a grasp on global book trends. 1,200 exhibitors from 45 countries displayed their services, products, and titles. The 160,000 attendees could sit in on one of 800 conference sessions or wait in line for an author signing from one of the 3,000 authors in attendance.
Whereas London Book Fair focused on the Indonesian book market, Livre Paris honored several different global regions. Primarily, the festival focused on Europe as a whole. Speakers including Livre Paris director Sébastien Fresneau discussed Europe’s rich and diverse cultural history as well as issues that affect the whole continent’s book market, such as the EU copyright directive legislation. Additionally, both Bratislava – the capital of Slovakia – and Oman were invited as special honorees.
A major takeaway from Livre Paris, like London Book Fair, was the growingchildren’s market. School visits to the fair have increased, and Livre Paris has responded by providing more programming designed for younger readers. Students, young influencers, and authors of children’s and YA books appeared on panels and in programs.
One challenge noted during the fair is that young readers’ attention is volatile. Publishing needs to do more to enliven young reading communities and keep them engaged.
Like the US market, we are seeing the power of self-publishing in France. Both Amazon Direct Publishing and Books on Demand presented at the fair, indicating that self-publishing is an established part of the French book industry. Attendees also saw the Gutenberg One robot, a print-on-demand solution that can print books in less than 5 minutes. A recent survey saw that 80% of French people enjoy writing and 53% already wrote or would like to write a book one day, indicating that self-publishing is likely to keep growing in the French market. Check out our coverage of London Book Fair, as well as recent events from BIGNY and the Future of Media. And, keep up with NetGalley Insights conference coverage by signing up for our weekly newsletter!
The London Book Fair is one of the largest annual gatherings for the book industry, particularly for agents and publishers looking to trade in international rights. Between March 12 – March 14, attendees who were not sitting in the Rights Hall or dashing to meetings sat in on seminars, strolled the booths, and met colleagues from around the globe who also made the trip to Olympia London.
Where the Book World Comes to Meet
Each year, the London Book Fair focuses on a particular market from around the world. This year the spotlight was on Indonesia. Made up of thousands of islands and religiously diverse, Indonesia was able to showcase their books and culture to a global audience. The Indonesian book market is as diverse as its many thousands of islands, titles are produced in many different languages, and few are translated into English. Theirs is a growing market, with an increasing international presence. Fiction – short stories, in particular – are popular in Indonesia. Indonesian readers read across a broad number of topics, but myths, spirituality and beliefs seem to be at the forefront of Indonesian publishing.
Throughout the Fair, we found that the most prevalent theme was inclusivity. Genres and formats that are growing in the industry are the ones best able to connect with a diverse audience. By making the publishing industry more diverse, it takes steps to become more inclusive.
Diversity refers to the different kinds of people who are involved in an industry, or the different kinds of stories that are told. Inclusion refers to an overall atmosphere that is welcoming to different kinds of people, including those who have been traditionally marginalized within the industry.
One of the biggest aims of the publishing industry over the last few years has been that of creating books with more diverse characters, written by more diverse authors. Whilst the industry is heading towards having greater diversity, there is more that needs to be done. Actor, author, and TV presenter Cerrie Burnell highlighted, during the Diversity: Where’s the Issue panel, that diversity within books, children’s books in particular, needs to be more normalized. She said it should be as “normal as observing it when living and walking around London.” Author and illustrator Rose Robins took a similar stance, suggesting that neurodiverse characters should be included more in literature, rather than treated as plot devices. (That’s one of the reasons we loved The Kiss Quotient – check out our recent case study here!)
To connect with audiences from different backgrounds, the publishing industry needs to become more diverse as a profession, in addition to publishing more books with more diverse characters. Speakers from HarperCollins, SAGE Publishing, and EW Group touched on this in their panel on building a more diverse and inclusive industry. Efforts to make publishing houses more diverse need to start from the recruitment stage to keep the industry vibrant.
At LBF19, we saw that poetry is on the rise.Poetry sales in January 2019 were at an all-time high, growing by 12% according to Nielsen Bookscan. The recent success of poetry has been attributed to its being more inclusive and diverse than other book genres, with more young people than ever buying and engaging with poetry. The success of Rupi Kaur, writing about her experience as a woman and as a daughter of immigrants, as well as Charly Cox, indicates that there is a huge audience eager to see themselves reflected in the books that they read. And with platforms like Instagram, poets have new ways of reaching younger, digitally engaged audiences. More traditional forms have also found a new audience, with Robin Robertson’s The Long Take the first work of poetry to be nominated for the Man Booker Prize. Sales of poetry have been building for the past few years, and it looks like 2019 will continue to see an upsurge of interest in the popularity of poetry.
Unsurprisingly, of all the formats discussed at the London Book Fair audiobooks continues to be on everyone’s radar. According to Nielsen figures the sales of audiobooks have increased by 87% in the UK since 2014. The popularity of audiobooks has been linked to the trend of podcasts and engaging young men in particular with a different format of reading. But audiobooks have seen a rise overall and the boom seems set to continue for 2019 and onwards. (Check out some of our podcast coverage here.)
Nonfiction is also a hot topic, as both adult and children’s nonfiction sales have increased in the last year. For adult nonfiction, a large proportion of the success comes down to feminist titles and inspiring books such as Slay in Your Lane by Yomi Adegoke and Elizabeth Uviebenene, Bloody Brilliant Women by Cathy Newman and Dolly Alderton’s Everything I Know About Love. As nonfiction has become more diverse in its scope, it has drawn in new audiences.
We were encouraged to see the book industry slowly moving towards being more inclusive, with publishers and authors having great successes on more diverse books. Different formats and genres are reaching new audiences and encouraging a whole new generation of readers.Keep up with the rest of our conference season coverage by subscribing to NetGalley Insights!
Julie Yip Williams, author of The Unwinding of the Miracle, knew she would never see whether readers liked her book. The Unwinding of the Miracle shares Yip Williams’s experiences and thoughts as she approached her death from colon cancer. Through the book she wonders about what the lives of her husband and daughters will look like, and finds the miraculous in the most universal human experience — death. Published posthumously on Feb. 5 by Random House, The Unwinding of the Miracle is a New York Times bestseller.
The team at Random House helped raise the memoir’s profile through a unique audio strategy. Beyond typical plans to advertise on podcasts, they decided to take it a step further for the release of The Unwinding of the Miracle. In collaboration with Pineapple Street Media, Random House created a 4-episode companion podcast, Julie: The Unwinding of the Miracle.
The podcast featured audio interviews with Yip Williams as well as audio from some of the last visits her family had with her before her death. Listeners could hear Yip Williams talking about how she decorated her bedroom so that she’d have somewhere beautiful to die and making plans to haunt her family members. In the final episode, the surviving family members and friends talk about the ways that they feel Yip Williams’s presence after her death.
As of February 27, 2 weeks after the final episode was released, the podcast ranks number 51 for all Health podcasts on iTunes, with over 600 reviews and an average of 4.5 stars. The podcast was featured on Call Yr Girlfriend through a sponsorship from Pineapple Street Media and on All Things Considered.
Investing in a collaboration with expert podcasters resulted in a well-paced and compelling narrative with high production values. Pineapple Street Media is a well-established podcasting company. They produce, among other shows, Still Processing from the New York Timesand were behind the chart-topping Missing Richard Simmons. Julie: The Unwinding of the Miracle’s producer Eleanor Kagan comes from a well-established audio background, having worked previously for both NPR and Buzzfeed.
We chatted with Leigh Marchant, Director of Marketing & Business Development at Random House about Julie: The Unwinding of the Miracle and their companion audio strategy.
How did you decide to create a podcast for The Unwinding of the Miracle?
Our Random House Editor-in-Chief, Andy Ward, and I had been talking about doing a podcast with our mutual contact, Max Linsky, from Pineapple Street Media. As all great projects start, we pitched him a few ideas over lunch and decided that Julie’s story would make for an incredibly compelling podcast. We thought having Julie’s story told in both book form and via podcast would be a really interesting project—that instead of being restricted by only telling this story in one format, we could have them complement and inform each other.
What kinds of audiences were you hoping to access with the podcast?
We think that podcast listeners are readers, and readers are podcast listeners. We have seen some consumer insights reports that show media affinities for some of our authors and titles, and podcasts are definitely included in there. Of course, certain podcasts appear more frequently in our data than others but we do think there is listener/reader overlap.
So we were hoping to draw attention to the book through the podcast audience – and vice versa. The two projects – the podcast and the book – are meant to be complementary. In other words, if you read the book, you will want to hear more from Julie and her family and friends through the podcast. And if you listen to the podcast, you’ll want more in the book. Both the podcast and the reading experience deliver in such a strong way. The content of the two projects is actually different but together provides an incredible understanding of what Julie and those who are terminally ill are grappling with.
How is that audience different from — or the same as — the audience you were connecting with through other parts of the campaign?
We are always looking to reach readers through our campaigns and one of the ways we do that is actually via podcast advertising! So creating the podcast was a great way to reach some of our target audience. We were hoping to reach readers of books like When Breath Becomes Air, The Middle Place and The Bright Hour. Also we targeted readers of medical memoirs, followers of Julie’s blog, as well as parents.
But of course the goal for any book is to reach the right readers and we knew that if we could capture an expanded audience via the podcast, they would likely be interested in the book as well.
How did you balance creating a rich and emotionally resonant podcast with leaving enough unanswered for the listener so that they would want to read the memoir?
That was a main concern at the start of the project. We didn’t want to cannibalize either project so we were careful to keep the content different enough, yet complementary. In the podcast, you hear from Julie’s family and friends. The book is just Julie’s words and thoughts. The two forms work so well together though. Each project is so powerful, so moving, so compelling. But together they offer such a complete portrait of Julie’s incredible life and, later, her battle with cancer.
How does companion audio fit into your strategies for other titles?
We are always looking for new ways to reach readers – on whatever platform they are consuming content. Podcasts are a great way to do that and we will continue to explore opportunities in that space – when it makes sense. We have a number of other podcasts through our corporate group coming. But we’re also exploring other multi-media platforms, as well. We also just launched an Alexa Skill called Good Vibes. Our goal is to connect readers (and listeners) to great books via the platforms where they are already consuming content.
For Candlewick Press’s 25th anniversary, they decided to make a podcast that gave listeners a peek behind the curtain of the house that gave them Judy Moody, Because of Winn-Dixie, Where’s Waldo? and more. Candlewick Press Presents gained thousands of listeners during its limited run in 2017, and it’s still getting plays from industry hopefuls as well as book lovers.
In this guest post, Ally Russell from Candlewick Press describes how a traditional publisher got into the podcasting game and how it benefited from connecting with its audience in a new way.
A Learning Experience
Publishing is a fairly small and exclusive community, and many people want to know how others broke into the industry. Some readers just want an answer to a simpler but equally complicated question: How are books made? Giving people insight into the journeys of successful book creators and providing them with details on the publication of particular books gives them tools to use on their own publishing paths and a deeper appreciation of what goes on behind the scenes.
One of the most exciting pieces of information we’ve come across since the release of Candlewick Press Presents is that our podcast has been used in college classrooms as a teaching tool. At least two college instructors have required their students to listen to episodes of the show to gain a better understanding of the book publication process. We’ve always aimed to help educators use our books in the classroom, so having the podcast used as a supplementary teaching material was a huge measure of success for Candlewick.
We use the Candlewick podcast to give our readers insight and entertainment. We tell new stories — stories that wouldn’t work in a traditional book format. It’s true that the Internet has forced publishers to adapt and find new ways of putting books into the hands of readers, but it has also allowed us to broadcast stories into the heads and hearts of millions of listeners.
We’re still book people, but now we’re also in the business of oral storytelling.
Initially, we weren’t sure if our readers would be receptive to a different kind of storytelling from Candlewick Press. However, the publishing industry has had to adapt to the digital age, and reaching readers beyond bookstores is something that we feel passionately about. So we dipped our metaphorical toes into the world of podcasting. We could only hope that our listeners would enjoy the stories from behind the scenes as much as they enjoy reading the stories printed on the pages.
We’re book people. We spend our days looking closely at text and illustrations, but we had to learn to listen closely to audio recordings to eliminate extraneous noises (which were almost always children from the daycare next door pattering their tiny hands on our windows during their afternoon walks). We know how to produce and market beautiful books, but we had to learn how to present and promote the creators of those books. We know how to tell stories on paper, but we had to figure out how to tell them in a podcast.
We spent months completing logistical work: Choosing a podcast name, purchasing a domain name, designing a logo, and testing recording equipment in our “studio” (which is really just a small conference room named after one of our most beloved book characters, Maisy).
Creating and Launching Candlewick Press Presents
For the launch of the podcast, we had to curate a list of locals from our roster of brilliant talent who would be willing to help us on our journey into the world of nonfiction audio storytelling. The task was particularly difficult because we wanted to choose authors and illustrators who represent the broad spectrum of books we publish. We brought in picture book illustrators Ekua Holmes and Scott Magoon and wordless picture book storytellers Aaron Becker and Ethan and Vita Murrow. We included board book and interactive activity book creator Jannie Ho and middle-grade fiction author Teresa Flavin. We also invited nonfiction storyteller Martin W. Sandler as well as two creators who are skilled at spinning tales of both fiction and nonfiction for various ages, author/illustrator Annette LeBlanc Cate and author/poet Lesléa Newman. Annie Cardi and anthology editors Kelly Link and Gavin J. Grant covered YA books. Finally, we rounded out the list with picture book creator Matt Tavares and YA author M. T. Anderson, who have been publishing with Candlewick Press for almost as long as our doors have been open.
In May 2017, after months of research, interviewing, and editing, Candlewick Press Presents launched! The podcast aired weekly between June 8 and August 31. The show was available on iTunes, Stitcher, and Google Play. During its first week, the podcast picked up almost 500 downloads. Within its first month, almost 2,000 downloads. As the weeks went on and with each new episode, the program gained steam.
Within six months of airing, our podcast was picked up by Spotify. At the time, Spotify was relatively selective about their podcast content, so it was an honor to be included in their offering of shows. Red Tricycle’s website — which has 1 million unique visitors per month — named Candlewick Press Presents one of 5 Cool Podcasts to Try on Your Next Road Trip. In addition to other media outlets taking notice of our show, we learned that our podcast was being listened to all over the world, including in Australia, Canada, the U.K., Singapore, Japan, and Argentina.
The biggest hurdle for any podcast is acquiring ratings and reviews, and we haven’t been able to gauge the success of the show based on those. However, we know it has been a success because we’ve managed to hit 10k downloads in just over one year, even with an irregular, somewhat unpredictable schedule in 2018.
Value of Candlewick Press Presents
Here’s why we think readers will continue to seek out and listen to Candlewick Press Presents:
Behind-the-Scenes Peeks at Candlewick Press:
Isn’t it every reader’s dream to see where and how their favorite books were created? We’ve had local readers stop by our office and ask for a tour. There’s a reason that some of our most popular social media posts are photos that feature our office and staff: readers want to know! Candlewick Press Presents throws back the curtain and gives readers a glimpse into the world of publishing. The show is recorded right in our office in Somerville, MA, and it invites readers to join the experience that Candlewick employees and book creators are part of every day.
Background Information on Celebrated Authors and Illustrators:
Many of the guests on Candlewick Press Presents have been interviewed by other media outlets, but what makes the Candlewick podcast so engaging is the wealth of background information that we’re able to collect about our authors and illustrators and the publishing process of each book. We thread each discussion with funny anecdotes about the guests and interesting facts about the publication of certain books — information that only our staff could provide. Without background information from editors, book designers, and publicists, our listeners wouldn’t know about Scott Magoon’s impeccable singing voice or the story behind M. T. Anderson’s first manuscript.
Ally Russell is the consumer outreach specialist at Candlewick Press.
She works to develop long-lasting, impactful relationships with
organizations, and connect with consumers. She is the host of Candlewick Press Presents.