Interview: Tantor Audio CEO Kevin Colebank

It was a grueling prospect — a six-hour drive over the Rocky Mountains in the middle of winter with my two young sons in the backseat. Desperate to avoid the bickering and complaining that were typically a part of the long trip to my parents' house, I went into a bookstore, searching for some way to distract them. I left with the unabridged audiobook version of Harry Potter and the Sorcerer's Stone, narrated by Jim Dale. What followed was bliss — six hours of no fighting, no hitting, and no "Are we there yet?" As we pulled into my parents' driveway, my younger son, then 7, asked if we could keep driving.

We had discovered the magic of audiobooks.

Since then, reader interest in audiobooks has exploded, aided by the digital revolution. Readers can enjoy listening to books on iPhones and iPads, MP3 players, CD players, even on their computers.

Tantor Audio, which began as a three-person operation in 2000, has grown with this digital revolution. The company experienced 628% growth in sales from 2005 to 2007 alone, and now employs 70, offering unabridged titles that span a range of genres, including classics. Romantic fiction stands among the company's most popular downloads. (We're not surprised!)

We connected with Tantor Audio CEO Kevin Colebank to learn a bit more about audiobooks — how they're made, what formats are available, and why they're so popular with readers.

Pamela: How has the digital age changed audiobooks?

Kevin: The digital age has greatly improved convenience and cost. Consumers are now able to download an audiobook (from an online retailer or from their library website) and start listening in minutes. And they're much more affordable: While CDs averaged $40 and more for libraries, now consumers can get downloads for as low as $5 or pay a flat fee for a monthly subscription. Also, thanks to digital technology, publishers are now able to get audiobooks to market much faster, whether as a physical CD or a download.

Pamela: What formats do you offer for audiobooks and what are the differences between them? Can I download books to my iPod or my computer? Can I play them in my car?

Kevin: Tantor offers CDs (traditional or MP3) and digital downloads. You can download the files to your mobile device or computer, or you can "rip" them from the discs and listen to them on a device. Most new cars can play the MP3 CDs (but make sure to check first before buying).

Pamela: How prominent is romantic fiction as a portion of your catalog? What are some of your best-selling titles in romance?

Kevin: Romance audio is our hottest-growing category and the best selling in downloads. There are so many interesting subgenres, like paranormal (shape-shifters), historical, contemporary, even Highlander (men in kilts!).

Pamela: Who are some of your most-popular romance narrators?

Kevin: Too many to mention all by name. Some that come to mind (apologies to the rest) are Johanna Parker, Tavia Gilbert, Angela Dawe, Karen White and Antony Ferguson, who has done a great job with our Highlander series.

Pamela: Not all books are available in audiobook format. How do you decide which books to offer?

Kevin: We work with all major publishers and agents and do extensive research on best-selling authors. We listen to readers'/listeners' suggestions via social media and other channels.

Pamela: What's the process for creating an audiobook?

Kevin: For more than a decade, Tantor has pioneered the process of audiobook production through technological innovation. Today, we have more than 90 top industry narrators set up with our proprietary recording system, and our editing and proofing staff in Old Saybrook, Conn., create the finished product.

Pamela: How many days does it take to record the average book? How long does a narrator spend in the studio on those days?

Kevin: Typically two and a half times the length of book — a narrator can spend several full days to a week in the studio.

Pamela: It took one audiobook — Harry Potter and the Sorcerer's Stone — to get me hooked on audiobooks. What makes them so popular with readers?

Kevin: Audiobooks bring stories to life. Could you have created all those characters' voices in your head in Harry Potter? We choose narrators who are experts with accents and dialects. Having the author read certain titles can be critical. What better experience than to hear the author speaking his or her own words (like Jeopardy champ Ken Jennings reading Because I Said So!, or Tina Fey narrating Bossy Pants)?

Pamela: What do you think sets Tantor Audio apart from other audiobook companies?

Kevin: We continue to innovate and stay nimble. We're quick to market (we've published audio in less than 10 days when needed). We offer every title in physical CD and digital download formats. Above all, Tantor continues to represent high-quality audio at affordable prices.

Pamela: One last question: Why the elephant for your logo?

Kevin: Tantor is the elephant in Tarzan of the Apes by Edgar Rice Burroughs. That was the first audiobook published by the company. He's a fitting logo: With those big ears, he can hear everything. Elephants also have great memories, which we incorporate when listening to our customers and remembering what they've asked for, especially particular titles or authors.

Pamela: Thanks for your time!

To learn more about Tantor Audio or to peruse its list of unabridged titles, go to Tantor.com.

Pamela Clare is an award-winning journalist and nationally best-selling author of both historical romance and contemporary romantic suspense. She loves coffee, the Colorado mountains, and her two grown sons. Her website is PamelaClare.com.