Digital Formats: Audio, Podcasts and eBooks

In this course, students examine the digital landscape in terms of formats such as audio, podcasts, and eBooks. Students will explore the strategies for creating, distributing, and monetizing content. They will learn about audiobooks (currently one of the fastest growing segments in the industry) and podcasts, which are of increasing importance to book publishers. Students will study eBook formats, business models, and pricing, as well as challenges of marketing and discovery. We will explore how these digital products are conceived and learn to answer questions such as: how publishers decide whether to create, buy, or acquire technology; and how they allocate the necessary resources for digital projects. We will also explore how digital teams interact with other divisions of the company, including sales and marketing, and how a digital product is brought to market.