The “Groundhog Day” existence of coronavirus, with people ‘sentenced’ to indeterminable periods of isolation and lockdown inside four square walls, has been a boon to the pursuit of leisure activities※. Social media platforms have gone “gang-busters” – Twitter, Instagram, Facebook, Zoom, and Snapchat and TikTok (for the Gen-Zs) among others. Streaming services like Netflix, Amazon Prime and Stan, ditto. In this year like no other, Audible tell us that audio books are more popular than ever – a trend promoted undoubtedly by Audible’s own deft marketing (eg, during Covid-19 they are streaming a selection of children’s stories free to the public). The uptake of Borrow Box loan activity in 2020 underscores this assertion.

Cohen & Roney 1952: taking the 1st steps for audio booksellers (Photo: Lib of Congress Blogs)

Audio books (ABs) in one form or another have been around a long time, arguably the pioneer in the area of spoken-word records was Caedmon Records, the first to hit the mark with a mainstream audience. The Caedmon company evolved out of the initiatives in 1952 of two 22-year-old female college graduates (Barbara Cohen and Marianne Roney) in the US to record a poetry reading by Welsh poet Dylan Thomas. The popularity of the poetry album which included A Child’s Christmas in Wales laid the groundwork for today’s AB industry. The development of technology assisted the progression of “spoken books”… from the first LPs (Long-playing records), emerging in the 1930s, which gave way to tape cassettes in the 1960s and 70s, which in turn lead later still to compact discs [‘Caedmon Records and Audiobooks, (HarperCollins), www.200.hc.com].

My own personal history as a consumer of spoken-word records begins with the aforementioned Caedmon, circa 1977. In the mid-Seventies I had watched several films in a series of commercial releases under the title “American Film Theatre”, film adaptations of a number of well-known plays…the series which utilised Lord Olivier as its promotional face included Galileo (Brecht), Rhinoceros (Ionesco), Luther (Osborne), The Homecoming (Pinter) and The Iceman Cometh (O’Neill).

At the time I came across vinyl 78s of two of the plays-to-films in the series—Butley (Simon Gray) and A Delicate Balance (Edward Albee)—in a tiny spoken-word section of a second-hand record shop. Snapping them up, this marked my first foray into the (at that time) still embryonic world of collecting ABs.

Audio books then were pretty much unknown in retail record departments and shops… major book retailers were yet to cotton on to the potentiality of thus broadening the market for their products, and online goliaths like Amazon were yet to come into existence. I remember that I got my first spoken-word cassette by (pre-online) mail order from the Royal Blind Society in 1978. The RBS had more incentive than anyone else to embrace “talking books”⋓, an innovation which opened up a whole new world of leisure for the visually-impaired. The first (double cassette) AB that I purchased was a BBC recording of Rosencrantz and Guildenstern Are Dead by Tom Stoppard.

Since that time the audio book industry has exploded with heavyweights like Hachette Audio, HarperCollins, Macmillan, Penguin Random House and Simon and Schuster, all with significant “skin in the game”. Lording over all these competitors is Audible (Amazon), unchallenged as the dominant market leader. Even before the pandemic the global AB market was valued at US$2.67 Bn in 2019 (wwwgrandviewresearchcom/]. The coronavirus is sending that worldwide sales trajectory even higher (US audio unit sales are up 16% dwarfing the book market growth of the industry as a whole (wwwthenewpublishingstandardcom/)).

The success of audio books has been welcomed by the book industry as a positive addition (cf. the advent of Kindle and e-books which raised fears of ‘cannibalisation’ of the main product)⊞. The takeaway from the AB phenomena is that the aural experience is a different one, and that ABs (according to a Deloitte report) tend to attract a younger demographic that is less inclined to read print books [‘A word in your ear…why the rise of audiobooks is a story worth celebrating’, (Alex Preston), The Guardian, 02-Aug-2020, www.theguardian.com].

The versatility of audio books is behind its blossoming into an integral part of the literature landscape for ‘readers’. ABs can be integrated easily into one’s life in all manner of ways that are not confined to a sedentary or stationary state – while exercising, walking, jogging, cycling, in the gym, while cooking, doing housework, driving a car, commuting, etc [‘Audiobooks: The rise and rise of the books you don’t read’, (Clare Thorp), BBC, 06-Jan-2020, www.bbc.com].

For many buyers of audio books a factor in choosing a title is the reader itself. Having “A-list talent” and the “dulcet tones of a familiar voice” as reader certainly can add value to the product✦, but big names only work if they have a genuine connexion with the material (Thorp). Some ABs work better when the author doubles as reader, this particularly applies to memoirs and non-fiction titles. Having this can convey to the listener a more authentic experience of the subject’s journey. For myself, the AB experience that I most enjoyed was John Lithgow’s brilliant reading of Tom Wolfe’s Bonfire of the Vanities. Character actor Lithgow brought such an energy to the reading, greatly enhancing the flavour and tone of Wolfe’s biting satire on greed and status in NYC (in marked contrast to the disappointing Tom Hanks movie version), probably my all-time favourite AB.

Another memorable audio book collection I would place high on my AB order of merit are the recordings of Samuel Pepys’ Diaries (readings by Kenneth Branagh and a BBC dramatisation). From both sets of recordings I got a real “living history” insight into Pepys’ thought processes and compromised behaviour—flaws and virtues, so redolent of that of the modern bureaucrat—and of the everyday life of an event-filled London in late Stuart Britain.

One of the reasons I took to audio books is that it offered me a way into critically acclaimed works of fiction that in print form I had found Sphinx-like and impenetrable. Back in the 1970s I made several attempts at reading the 754 abstruse and puzzling pages of Joyce’s Ulysses before raising the white flag in defeat. Ulysses’ emergence in the AB format in the, must be late Eighties/early Nineties (albeit in an abridged four-CD form) was the key I needed to unlock the stylistic labyrinth of Joyce’s prose. ABs also let me get a handle on that other Irish author of literary complexity Flann O’Brien, and his convoluted metafiction maze The Third Policeman.

FN: Cædmon
Caedmon, the name chosen by Cohen and Roney for their revolutionary business enterprise, was the name of the first known English poet (flourished late Seventh century AD), a Northumbrian cowherd turned exponent of Old English (Anglo-Saxon) verse poetry.

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※ another pastime, gaining impetus in the lockdown and perhaps capturing the zeitgeist of 2020 is doomscrolling – the social media practice of continuing to read long streams of news feeds which are disheartening in content

⋓ the term as I recall more in currency at the time than audio books

⊞ print books managed to repulse the challenge from e-books in part due to pricing strategies which disincentivised e-book purchasing [Amazon’s Audiobook Boom’, (Alex Shepard), The New Republic, O3-Jul-2018, www.newrepublic.com]

✦ the rise of ABs has provided a source of peripheral work for some actors, a very welcome and in some cases lucrative sideline