See all of our upcoming events!

The audiobook market has gone from $426 million a decade ago to $2.2 billion at the end of 2024 — an eightfold leap — and projections put the U.S. market at $30 billion by 2030. In this episode, Alexa welcomes back Mary Catherine Jones, owner and executive producer of The Audiobook Experience, for a candid, numbers-forward conversation about why audio has shifted from "important" to critical for any professional author. They dig into the question almost every author asks first — can I afford this? — and Mary Catherine offers genuinely useful frameworks for first-time authors, series writers, and nonfiction creators alike. The two also tackle the real per-finished-hour cost ranges, why a great narrator can make or break a listener's experience, the current state of AI narration (and why readers still aren't buying it), and how to use your audiobook as a list-building engine — a sneak peek at Mary Catherine's "Publishing in Stereo" session. It's an honest, friend-to-friend look at one of publishing's fastest-growing opportunities.

Key Takeaways from This Episode

• The market has already shifted. Audiobooks grew from $426M (2015) to $2.2B (end of 2024) and are projected to hit $30B in the U.S. by 2030. They now make up 12–15% of the book market and have already eclipsed ebook sales.
• Don't mortgage your future on an uncertain return. For first-time authors, the optimal time to launch audio is alongside the book — but if the budget isn't there, release the book first, listen for reader demand ("When's the audiobook coming?"), and use fuzzy math (roughly 20% of your projected book sales) to inform your investment.
• Series and established authors should lean in. Audiobook lovers adore series because they can sit back and let it wash over them. If you're several books into a series with proven sales, that's the signal to start.
• Narration is everything — and it's not silo work. Every choice from editing to cover to format is part of one container. A technically skilled but mismatched narrator can sink a listener's experience.
• Hiring a pro narrator costs about the same as self-narrating professionally. Author narration takes more studio time and labor because they haven't done it before, so the "savings" largely evaporate once you're doing it right.
• AI narration still doesn't sell — yet. Alexa's real-world test: a year on the market, zero audiobook sales, despite strong ebook sales and reviews. Readers don't trust AI audio. It may suit textbooks or niche academic work, but human work deserves a human voice.
• Know your real numbers. Expect roughly $350–$500 per finished hour to hire and supervise a narrator directly; full-service producers range from ~$300 up to ~$1,300 per finished hour. Compare providers carefully and understand exactly what's included.
• Audio is a list-building tool. Direct listeners to your website for worksheets, bonus content, character backstories, and references — turning your audiobook into a lead magnet (the heart of "Publishing in Stereo").
• Plan your timeline. Budget a minimum of six weeks from your last recording day to availability, plus up to two weeks of retailer processing after you hit submit. Simultaneous launches don't happen overnight.

References & Links Mentioned

• The Audiobook Experience — Mary Catherine Jones's studio: theaudiobookexperience.com (also findable as audiobookexperience; formerly Voiceover Vermont)
• Audio Publishers Association — source of the cited market data
• Broken Country — the book club read referenced in the narration discussion
• KDP Virtual Voice — Amazon's AI narration beta (referenced re: Alexa's experiment)
• Audible / Apple Books / Apple CarPlay — distribution and listening platforms discussed
• The Women in Publishing Summit — where Mary Catherine's "Publishing in Stereo: How to Grow Your List with Audio" session was featured
• Mary Catherine's previous podcast appearance & webinar on audiobook production/budget (linked in show notes)
• Death Proof Your Business — Alexa's forthcoming book (in progress)

Mary Catherine Jones is the owner and executive producer of The Audiobook Experience, an award-winning boutique audiobook recording and production studio based in Vermont. She works directly with authors — both those self-narrating memoir, thought leadership, and nonfiction, and fiction authors seeking the perfect professional narrator — recording in her Vermont studio and through partnering studios across the country. With a background that includes six years as director of sales and marketing for an independent publishing company, Mary Catherine brings both technical production expertise and a genuine understanding of the author's business to every project. She's a longtime supporter and sponsor of the Women in Publishing community and a beloved repeat guest on the podcast.

Publishing and book marketing advice.