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Random House promotes audio books on billboards and bus sides.
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The October 16, 2007 issue of The New York Times reported in its “Business” section that Random House’s new promotion, “Atlanta Listens,” has placed billboards and advertising on the sides of more than 100 buses. The campaign encourages area commuters stuck in traffic to listen to audio books rather than simmer with road rage.
Atlanta’s heavy traffic and the area’s heavy audio-book sales made it an ideal choice for the $200,000 campaign, which also includes print ads, book-festival sponsorships and street teams giving away audio books at parking garages.
According to a survey by AudioFile, a magazine for audio-book enthusiasts, 53% of customers listen in their cars, compared with 24% who listen at home. In Atlanta, the average commuter drives 31 minutes each way, almost 20% longer than the national average.
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