Advertising books through podcasts

A podcast show, "Park Si-baek's Annals of the Joseon Kingdom," introduces history of the kingdom (1392-1910) in chronological order.
/ Courtesy of Humanist

By Baek Byung-yeul, Nam Hyun-woo, Park Ji-won

Whether it is because of increased smartphone use or a lack of free time, Koreans don't read books.

Koreans' average daily reading time was 23.5 minutes last year, the lowest ever, according to a survey of 2,000 adults conducted by the Ministry of Culture, Sports and Tourism.

The poll said 39.5 percent answered that they don't read books because they don't have enough time. Seventeen percent said they don't enjoy reading and 16.1 percent said they don't have time for reading because they do other things in their leisure time.

In a bid to diversify their promotion channels, publishers, who have struggled to sell books, began to utilize podcasts and Internet radio shows as their new marketing tools.

Those podcasts have been biased toward liberal political shows, as podcast listeners are found to be generally younger as they adapt to "new technology" faster than older people.

Hyun Chan-young, a 32-year-old office worker, said "listening to book podcasts helped me get a lot more familiar with book reading."

Hyun, who "always has longed for brain training," said he began listening to book podcasts for "self-improvement."

"I thought book podcasts are another platform of audio book, but it wasn't. Before I found out about those podcasts, I read probably two or three books a year.

"But, now I read at least one book a month. That's a great improvement, I think," Hyun said.

Hyun added that another positive point of listening to them is that he "doesn't squeeze in minutes. I use my commuting time to listen to the podcasts, instead."

Currently, there are dozens of podcast shows talking about books. Mostly categorized in the art section, characteristics of most book podcasts range from introducing publisher's new books to talking with star writers or celebrities.

"Red Bookstore," powered by major publishing company, Wisdom House, is the most popular book podcast. Since its launch in May 2012, journalist-turned-culture critic Lee Dong-jin has emceed the show.

Kyungpook National University professor Kim Doo-sik, left, and novelist Hwang Jeong-eun record a podcast, "Radio Book Cafe." Launched by Changbi Publishers, the podcast features discussions of books with invited authors. There has been an average of 30,000 downloads of each episode.

/ Courtesy of Changbi Publishers

Inviting top writers including Eun Hee-kyung, Jung Yoo-jung, cartoonist Kang Full, Yoon Tae-ho and more, the show has had more than 16 million downloads.

Thanks to its popularity, Wisdom House said it is considering opening an offline book cafe with the same title.

Best-selling novelist Kim Young-ha is also hosting his own podcast, "Kim Young-ha's Reading Time." Kim, best known for "Quiz Show" and "Your Republic Is Calling You," introduces books he has chosen. This irregular book podcast show is currently ranked fourth on Podbbang.

"Radio Book Cafe," launched by major publishing company Changbi Publishers, is also gaining popularity among book podcasts. It not only introduces books, but also provides a forum for the author to lecture about his book.

Book publisher Humanist made an experimental move, changing its category from art to society and culture.

The podcast, called "Park Si-baek's Annals of the Joseon Kingdom," introduces the history of the kingdom (1392-1910) in chronological order.

The comic book series is a historical saga, shedding light on the 500 years of Joseon based on annals. The complete 20-volume book sold more than a million copies, which is rare.

The historical podcast features cartoonist Park and Humanist President Kim Hak-won and Shin Byung-ju, a history professor at Konkuk University. Succeeding in reaching history lovers, it is now ranked No. 2 in the society and culture category.

"We launched the history podcast show because we wanted to try new ways of promoting our books. Also, the Park Si-baek Joseon books are dealing with history that may need supplementary explanation," said an official from Humanist.

"We don't have statistical data on how much the podcast helped increase book sales. But, considering that we have received a lot of positive feedback from our readers after launching the podcast, we think it is a successful attempt."

Bookstore joins the trend

Kyobo Book Center, a mega-size chain bookstore, has begun a podcast service titled "Sentimental Bookstore" since last month.

The Internet radio show reviews books with the calm and contemplative viewpoint of two emcees -- novelist Jung Yi-hyun, the author of "My Sweet Seoul," and literature critic Huh Hui.

Since the two are highlighted as rising figures in Korea's literature scene, listeners expect in-depth discussions about books.

The show is comprised of two parts. In the first part, the two hosts chose a book and analyze it. In the second part, they invite a guest and talk about a book of the guest's choosing.

"In these days, the publishing market is in slump and many good books pass out of our memories soon after they are released," said Jung. "I want to discover hidden, but good books and talk about them."

She said she likes podcasts because she does not have to make a fuss over hosting the show. "Podcasts have a feeling that the listeners and I are talking ‘between us.'"

An employee at the Kyobo Book Center said, "The sentimental bookstore is run by a bookstore, not by a publishing company. This gives Kyobo license to freely review and introduce books."

"It would be great to show through the podcast service that a bookstore is not just a company, but is a salon where everybody can enjoy cultural life."

New episodes of sentimental bookstore show are broadcasted every Tuesday at the bookstore's website (news.kyobobook.co.kr), at podcast provider Podbbang (podbbang.com/ch/7171), iTunes and Naver's TV cast.

Meanwhile, the bookstore also offers other podcast services. It launched "Like History," a broadcast about Korean history, and "Romantic poetry reading."

Kyobo said that it will communicate with readers more closely through various media, such as podcasts and video clip services.