Growing audiobooks in Aotearoa with Libro.fm's Nick Johnson

Kia ora Nick! We’re glad to have the opportunity to talk to you about audiobooks in Aotearoa New Zealand.

It's a bit of a running joke that New Zealanders find it impossible to conduct an interview with international visitors without asking how you’re finding New Zealand and what you think about us – and we’ve been unable to escape asking questions in that sort of vein too. We’re keen to hear what your connection with New Zealand is, and why Libro.fm is interested to work with our local book sector?

Before visiting New Zealand, my only connection to the country was meeting a few Kiwis over the years. However, I've always wanted to visit, as I've heard so much about the friendly people and stunning landscapes. My experience here has certainly lived up to those expectations! Over the past few weeks, I've met many wonderful people, from booksellers and publishers to even the customs officials, all of whom have been incredibly welcoming. The natural beauty of New Zealand is truly breathtaking. I've been fortunate enough to experience the dark skies around Lake Tekapo, the rugged landscapes and serene waters of Akaroa, the lush Marlborough wine region, the dramatic volcanic scenery and coastline near New Plymouth, and the stunning Waiheke Island. Each place has left a lasting impression on me.

At Libro.fm, our focus is to support local bookstores in communities worldwide. New Zealand (and Australia) are of particular interest because of their English-speaking populations, strong reading culture, and commitment to supporting local businesses.

We’d love to know too about how your platform plans to work with New Zealand authors and publishers who have created or are creating audiobooks?

Our goal is to increase the availability of audiobooks by New Zealand authors. To achieve this, we need to demonstrate to publishers and authors that there is a demand for this content. Previously, local booksellers, who often advocate for local authors, had little incentive to promote audiobooks. With Libro.fm, that has changed. We are partnering with local authors and publishers to bring New Zealand-authored audiobooks, both new and backlist titles, to the attention of booksellers. This collaboration enables booksellers to hand-sell these titles to their customers, supporting local literature and expanding the market for New Zealand audiobooks.

Locally produced audiobooks are a fairly fledgling market and so it’s exciting to see you’re supporting an Audiobook Award for a local book at the New Zealand Book Industry Awards. Are there specific opportunities or challenges you’ve spotted in our local audiobooks market? Are there ways the Libro.fm platform is able to help with these, and if so how?

As I've traveled, I've noticed two main challenges facing the New Zealand market, which are likely familiar to many: the country's geographical location complicates distribution, and the relatively small population size limits the market. Regarding distribution, we can offer significant support, as digital files can be transmitted anywhere in the world instantly.

For example, during the holiday season, many bookstores struggle to maintain sufficient stock to meet demand, but with audiobooks, they never have to worry about running out of inventory. As for the smaller population, we aim to equip booksellers with as many tools as possible to promote local authors and their audiobooks. This approach not only increases sales but also encourages publishers to invest more in audiobook production.

Will your platform’s reach help our local New Zealand stories reach the ears of listeners around the globe and aid discoverability?

Like many digital retailers, we use a custom algorithm to adjust the visibility of audiobooks across our platforms through bestseller lists and recommendations. However, unlike other retailers, we exclusively feature recommendations made by booksellers, which significantly influence our algorithm. This approach empowers booksellers to promote and highlight the audiobooks they believe should be showcased, not just in New Zealand, but globally.

We’re keen to hear too, how you’re working with local independent bookstores in Aotearoa. How do booksellers earn through your platform?

Our goal is to collaborate with every bookstore in Aotearoa, from small used bookstores to large urban retailers. There is no cost for them to partner with us, and we provide all the necessary materials to help them promote audiobooks to their customers. As an employee-owned Social Purpose Corporation, we share the profits from each sale with the customer's chosen bookstore, giving them the power to keep money withing their local community.

Now that you’re in New Zealand, what are you listening to? Is there a book by an author from Aotearoa you’ve read or listened to recently and loved?

During my travels, I've discovered so many fantastic titles that my TBR list has grown significantly. A few that particularly stand out are How to Loiter In a Turf War by Coco Solid (an Audiobook of the Year finalist), The Invisible Mile by David Coventry (I'm quite a cycling enthusiast), and Poor People with Money by Dominic Hoey.