The Christian audio book is becoming increasingly popular among Christians. One can just do a quick search on the internet and find multiple Christian audio book-sellers. But one such Christian audio book-seller stands out among the rest. With the largest library of Christian audio books, and a superior download quality, christianaudio is the place to find the best and latest Christian audio books on the market right now. And I was blessed recently to have the opportunity to discuss some of the history, philosophy, and various other topics with the Co-Founder and Sales and Marketing Director for christianaudio, Todd Hoyt.
Seth Odom: Tell us how christianaudio got started?
Todd Hoyt: christianaudio began in 2004 by two guys who recognized a need in the marketplace for two aspects of publishing that had not been previously considered, or at least considered significantly. Many well-known Christian authors, specifically in the non-fiction genre, had not seen their best-selling books published in audio. The emphasis in audiobooks was to publish mainly new frontlist fiction titles, with little attention paid to non-fiction or core backlist. The other component to begin christianaudio was the digital distribution. When we started in 2004, basically there were only a couple providers digitally distributing audio to consumers. We saw a strong need to deliver in a cost-effective and easily usable manner digital audio. This was during the time period when I Pods were just starting to boom. People were interested in listening to more than music and sermons.
Seth Odom: There are countless Christian books on the market right now. How intentional is christianaudio about choosing which books it will carry?
Todd Hoyt: christianaudio as a publisher is different than christianaudio the digital provider. As a publisher, we publish in a narrower context and degree than we distribute. We really like a lot of the classics, evergreen and core quality backlist, and new authors with established platforms and growing ministries. Several new authors I have really appreciated are David Platt, Kevin DeYoung, and Matt Mikalatos. As a distributor, however, that is different. For the most part, we take most of the content from the broader array of Christian publishers. There is some content that some of the Christian publishers provide that we just don’t feel is that helpful, and choose not to distribute. To summarize, we publish in a different manner than we distribute and the degree of intentionality and theology will be different accordingly.
Seth Odom: Every month there is an audiobook available free for download. Why does christianaudio give away a book every month?
Todd Hoyt: christianaudio gives away a free premium audiobook every month for several reasons. First, because it is a great ministry. We have had thousands of comments over the five years we have done this. A huge group of listeners benefit spiritually because of the great writing of many of these authors. It is so joyful to give away trusted and edifying content from Jonathan Edwards, Thomas a Kempis, John Piper, Francis Chan, John Bunyan, Augustine of Hippo, Calvin, and Luther, etc. These classic books have stood the test of time and proven to be of great help to Christians worldwide. Second, because we can. Very few others have the publishing and distribution platform we do, so that helps. Third, other audio publishers have caught the vision. Early partners in this area have been Oasis Audio, Thomas Nelson, Crossway, Waterbrook, Zondervan, NavPress and David C. Cook. Fourth, we hope to encourage people to use audio as a resource. As I see people listening in their cars, or at the gym, or for leisure, I wonder, are we making the most out of our time? If I am stuck in traffic, why not take that time to listen to that book I have heard is so good or know I should have read. In many ways, we hope to introduce the masses to the great benefits of audio. At this time, audiobooks are only about 4% of the retail market. Fifth, it is a good business practice. We hope to, at some point, have the customer purchase something. Many of our customers only download the free book, and that is fine. Some choose additional books, and we receive revenue from those sales.
Seth Odom: christianaudio not only carries Christian books, but some secular fiction titles as well. Why has a Christian company that distributes Christian audiobooks chosen to make secular fiction available for purchase?
Todd Hoyt: Secular fiction we do carry on the site. However, it is fiction that has a purpose. Almost all of the fiction we carry is in the literary classic genre. These are titles that have Christian themes that run throughout the book, or offered and used in Christian homeschool markets. The literary classics have long been used for years, and many have strong moral and redemptive values that are outside traditional fiction. So, on that point, while they are not Christian fiction, they are fiction titles that are of great benefit to Christian thought and growth. Some of those titles would be beneficial in the same way that C.S. Lewis or Focus on the Family content would be. That is as far outside the specifically Christian market we have been and will go.
Seth Odom: There are a lot of people who might say “why should a Christian audiobook distributor sell secular fiction?” How would you respond to such people? And why is it important for Christians to read secular fiction and not just Christian fiction or Christian non-fiction?
Todd Hoyt: There are many fiction books that illustrate so clearly Gospel themes of redemption, Creation, grace, stewardship, morality and spiritual depravity, etc. So, the clear answer is yes, the right kind of fiction can be highly illustrative and beneficial in learning about not only God Himself, but how God interacts and works in His Creation.
Seth Odom: What do you see as an advantage of an audio version of a book as opposed to the printed page?
Todd Hoyt: I personally am more of a reader, spending about 75% of my time reading, and the remaining 25% listening. There are many people just the opposite. My business partner is an absolute auditory learner. He can listen to a sermon, book, song, and remember it almost verbatim and what the outline and point of it was. There are many different learning styles, and auditory learning suits some people best. Remember, for thousands of years, teaching and instruction was communicated orally from generation to generation. In addition, what do the majority of Christians do on Sundays….we listen to sermons and instruction. So, I am not opposed to print, but more interested in providing the best options out there for learning, whether they are by sight, sound, or practice.
Seth Odom There are a lot of books out on how to read a book such as the one by Mortimer Adler called “How to Read a Book”; can you give readers some tips on how to listen in order to learn from an audio book? And are there effective ways of learning from an audiobook that you might not get from a printed book?
Todd Hoyt: That is a great question. I am not sure I can really give a great answer. First, some people will learn best by reading and listening to text at the same time. I know for Bible application and Scripture memory, this is ideal. Second, listen in a manner that fits the content. If I am listening to Barth’s Evangelical Theology or Edward’s Religious Affections I will listen in a different setting and manner than if I am listening to a memoir, fiction, or a lighter non-fiction title. Third, there are many examples of a book I have listened to that have caused me to go back and review the print book, and read the footnotes, highlight and consider quotes, etc. Both audio and text can supplement each other.
Seth Odom: There are a lot of audiobook distributors on the internet right now; what does christianaudio offer that others do not offer?
Todd Hoyt: You are correct. Since we have been in the business for six years, it has grown in competition. First, we have the largest selection of downloadable Christian audio content on the web. No other site has the depth of offering. Second, our pricing. We shop the competition (Audible, I Tunes, etc.) and make sure we are at or below their prices. Third, we deliver a file of higher quality than other providers. Our standard audio file is delivered at 64k, and most others are at 32k or lower. So, a better quality listening experience. Fourth, we offer the best file formats. Mp3 is easy, and can be used on multiple devices you may own. For the I Pod users, we have the m4b format, which offers tracking, chapters, etc. It is important our download experience and customer experience is the best we can make it. We don’t want business just because we are a Christian company. We want to offer the best selection, highest quality audio file, lowest price, and best service.
Seth Odom: On the christianaudio website it is quite clear that it is no ordinary Christian audiobook seller; with statements found in the "About" section such as “The mission of christianaudio is to shape Christian hearts to think and do right” and “We are participating in a growing desire of Christians around the world to go beyond pop Christianity to something deeper, something closer to a vital faith.” Why is it important that christianaudio have such a mission statement as opposed to just selling books to make money?
Todd Hoyt: Every person, organization, and business needs to have a purpose statement. Even a completely secular, for profit business needs to understand and function in light of their broader role in the world. We have a desire and a responsibility to use the blessings of God to help others learn and grow from christianaudio content. If we do not contemplate God’s wish for us, we will surely fail to be obedient to His greater calling.
Seth Odom: Thank you very much Todd for giving View Of The Other World the time and opportunity for this interview. And thank you christianaudio for providing Christians and non-Christians alike the opportunity to learn more about Christ and his glorious gospel.
Todd Hoyt is the Co-Founder and Sales and Marketing Director for christianaudio and Hovel Audio. For more information about christianaudio visit their website at: http://www.christianaudio.com/
0 comments:
Post a Comment