7. Audio Book

What it is:

Book-length content you listen to rather than read. When sponsored by a brand, it's a great way to capture the attention of podcast-downloading, iPod-carrying listeners - or when distributed via CD, to get a share of commuters' drive-time listening.

A cool tool for:

• Extending the content assets of the company
• Organizations with long content and audiences that enjoy the audio option versus print
• Reaching travelers, commuters, people on the go

Not so hot for:

• Organizations without an audience of potential listeners
• Those brands who are unwilling or unable to tell a long-form content story
• Companies currently lacking in content-based material or other assets

FISHER INVESTMENTS
	Ken Fisher of Fisher Investments continues to position the arm as a leading financial services company with The Only Three Questions that Count.

3 key play points:

1. Vocal talent has to be as strong as the writing content
2. Consider complementing the text with music
3. Get people to sample the content by giving away portions or "chapters" for free.

Bonus Links:

•  Audio Book Definition from Wikipedia
  
• Podcasting/Audio Books 101 via Website Magazine
  
• 100 Small Business Podcasts via Small Business Trends
  

Chapter 6 - Magalog

Chapter 8 - Case Study